Leicester City Faces Fresh Criticism Over Sponsor’s Controversial Announcement

A Leicester City supporters’ group has accused the club of damaging its family-friendly image by remaining linked to an unlicensed gambling firm that has now entered a partnership with an adult content creator.

The Foxes Trust, a long-standing critic of the club’s front-of-shirt sponsorship deal with BC Game, raised new concerns this week after the offshore crypto bookmaker announced a collaboration with Russian content creator and esports personality Eva Elfie. The Trust noted that Elfie is also known for adult content work.

The video showed Elfie receiving a package from a delivery driver containing her partnership contract. It was accompanied by the caption: “Welcome to BC Game Eva Elfie! Let the fun begin!”
Following criticism of the announcement from supporters on social media, the Foxes Trust published a strongly worded statement on X, titled ‘BC Game – It gets worse’.

“Most Leicester City supporters will know by now the Trust’s dismay and discontent with BC Game being our front of shirt sponsor,” the group said. “BC Game have now announced a new partnership with ‘international content creator and esports personality’ Eva Elfie… who just happens to be an international porn star.

“The Club has not only partnered with a gambling company, but chosen one that is unlicensed to operate in the UK, has unanswered questions about the legitimacy of its funding and its origins, and allows clients to ‘game’ using cryptocurrencies.

“Now throw into the mix that BC Game have entered into a partnership with someone who continues to make their name via adult content.

“Both gambling and pornography can have devastating impacts on people’s lives, in particular young people. Partnerships like these bring these two worlds to a larger audience and, by association, link them to Leicester City. Is this who we are now?”

BC Game does not hold a licence to operate in the United Kingdom or the United States. Football clubs have faced criticism for accepting sponsorship from unlicensed gambling operators, though such deals are not currently prohibited under Premier League or English Football League rules provided the services remain inaccessible in the UK.

The Foxes Trust pointed to fan polling which found that nearly three-quarters of supporters felt negative about the relationship with BC Game, while only five per cent expressed contentment. The group reiterated its advice that supporters purchasing Leicester City replica shirts should opt for versions without the BC Game logo.

Leicester City rose to fame a decade ago by winning the Premier League at odds of 5,000-1 with a side featuring Jamie Vardy, Riyad Mahrez and N’Golo Kanté. The club has since suffered successive relegations and now competes in League One. Its Thai owners are currently seeking a buyer.

Leicester City have been approached for comment.

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