LEICESTER CITY HOLD TALKS WITH BC GAME OVER AMBASSADOR PARTNERSHIP

Leicester City say they have raised concerns with shirt sponsor BC Game after the gambling company appointed adult content creator Eva Elfie as an ambassador. BC Game announced its partnership with the Russian creator on Tuesday. Leicester City said: “Leicester City Football Club recognises the concerns raised about recent developments involving our Principal Partner, BC GAME.” The club said it was discussing a “mutually acceptable resolution” with the company.

BC Game has sponsored Leicester City’s shirt front since 2024 and operates an online gambling platform that accepts cryptocurrencies. Its announcement featured a promotional video showing a man delivering pizza to Eva Elfie and included the words “Let the fun begin”. Eva Elfie also streams video games. The Foxes Trust, a Leicester City supporters’ group, urged supporters to boycott the club’s home shirt following the announcement.

The Foxes Trust said its objections to the sponsorship began before BC Game announced the ambassador partnership. The group questioned Leicester City’s continued association with BC Game, saying the company lost its UK operating licence almost two years ago. It also raised questions about BC Game’s funding and origins. Explaining its opposition to the latest partnership, the Foxes Trust said: “Partnerships like these bring these two worlds to a larger audience and, by association, link them to Leicester City.”