Leicester City's front-of-shirt sponsor BC Game has sparked a major fan backlash after announcing porn star Eva Elfie as an ambassador. The partnership, described as one of the most valuable in the club's history when signed in summer 2024, has become a source of significant controversy.
BC Game, an unlicensed cryptocurrency gaming platform, has been on Leicester's shirts since the club's relegation from the Premier League to League One in the 2024/25 season. The company lost its UK operating licence in December 2024, adding a regulatory conflict to the existing fan discontent. This latest move to partner with an adult entertainment figure has intensified the criticism, linking gambling and pornography to the club's brand.
Fan opposition mounts
A clear majority of supporters have expressed strong disapproval. A recent fan survey showed 73% felt negative about the BC Game partnership, with only 5% content. The Foxes Trust fan group released an angry statement condemning the deal. "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. The announcement video featuring Eva Elfie was viewed six million times on social media platform X, a move the Trust said brings "these two worlds to a larger audience."
Regulatory conflict intensifies
The sponsorship faces further complications from football's changing regulatory landscape. Premier League clubs voted to ban front-of-shirt gambling sponsors in April 2023, with the prohibition effective from the 2026/27 season. This means the BC Game partnership would not have been permitted had Leicester City remained in the top flight. The club's current position in League One places it outside the direct jurisdiction of this Premier League rule, but the controversy highlights a stark change in tone from the initial announcement of a landmark deal. The initial announcement in 2024 was met with significant fan opposition, which has only grown with subsequent developments including the loss of the UK licence and the ambassador signing.
Club silence and focus on football
The club has not publicly commented on the latest development involving Eva Elfie. Leicester City's commercial department has maintained its stance that the sponsorship with BC Game is a significant financial agreement that supports the club's operations. The focus for the team remains on the pitch, where they sit seventh in the League One table. Their next match is at home to Bradford City on Saturday, 14 November. Manager and players have consistently deflected questions about the sponsorship controversy, emphasizing their concentration on sporting matters.
More detail at Mirror Football
