Leicester City fans have criticised the club's main sponsor, BC.Game, for promoting a link to adult film actress Eva Elfie. The gambling firm, whose logo appears on the front of the team's shirts, shared a social media post this week that directed users to a video featuring the actress.
Supporters voiced their disapproval on fan forums and social media, arguing the association was inappropriate for a family-friendly club. One long-time season-ticket holder said the move "crossed a line" and did not reflect the club's values. The criticism comes as Leicester City sit 10th in League One with 19 points from 13 games, a record of five wins, four draws and four defeats. They are ten points behind the league leaders Huddersfield and have scored 22 goals while conceding 19. The team is preparing for a home match against 7th-placed Bradford on Saturday 14 November.
Club statement
Leicester City issued a statement distancing itself from the sponsor's promotional activity. The club emphasised that its partnership is solely for front-of-shirt sponsorship and does not extend to endorsing the sponsor's other marketing.
BC.Game, which became the club's principal sponsor at the start of the season, has not publicly commented on the specific post. The firm's deal with Leicester is a significant commercial agreement for a club competing in League One, where financial stability is a constant focus. On the pitch, the team's form has been mixed, with three wins, one draw and one defeat in their last five outings, a sequence that includes a 2-2 draw with Stevenage last weekend where Samuel Charles Braybrooke and K. Doyle scored. This followed a 3-0 win over Wigan where Emil Riis Jakobsen scored twice and Bobby Reid added a penalty. The team's top scorer this season is E. Riis with six goals in nine appearances.
Fan reaction
Fan groups have called for greater oversight of sponsor activities. The incident has sparked a wider discussion among fans about the nature of modern football sponsorship. It arrives during an international break, with the squad not in competitive action until the Bradford fixture. The club's next home game is at the King Power Stadium in nine days' time.
