Leicester City have expressed concerns to their shirt sponsor BC.GAME after the company named adult star Eva Elfie as a brand ambassador, prompting backlash from supporters.
The Foxes have worn the BC.GAME logo on their kits since signing a deal in 2024. The company's decision to appoint Elfie, who has "an established presence in gaming communities," has angered fans, with one supporter group issuing a scathing statement.
Club statement on BC.GAME partnership
Leicester City released a statement acknowledging the concerns raised about the developments involving their Principal Partner.
"Leicester City Football Club recognises the concerns raised about recent developments involving our Principal Partner, BC.GAME," the statement read. "We have raised these concerns directly with BC.GAME and are continuing discussions with the company to explore a mutually acceptable resolution."
Fan group expresses dismay
The announcement video, which went viral on X, formerly known as Twitter, showed Elfie answering the door to a pizza delivery man before pulling him inside. The pizza box contained her "official partnership contract."
The Foxes Trust responded with a statement expressing its "dismay and discontent" with BC Game being the club's front of shirt sponsor. The group said: "From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values. 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?"
