Leicester City supporters have expressed their dismay after the club’s main shirt sponsor appointed an adult content creator as its new ambassador.
BC Game, who are an online casino company, have been front and centre on the club shirt for more than two years.
Leicester City has been relegated to League One. Getty
This week the company announced a new partnership with Russian Eva Elfie, complete with a promotional video full of sexual innuendo.
Elfie has 4.8 million followers on Instagram.
“Welcome to BC Game Eva Elfie! Let the fun begin,” the video caption read.
The blowback has been fierce from leading supporters group The Foxes Trust.
“Most Leicester City supporters will know by now the Trust’s dismay and discontent with BC Game being our front-of-shirt sponsor,” the Trust 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.
“From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values. Our first article in July 2024 said that ‘it doesn’t feel like who LCFC are to have a gambling website on our shirts and seems to be another step away from our ‘well-run family club’ reputation.’
“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?
“Our end-of-season survey showed 73 per cent of fans felt negative about the relationship, and only five per cent were content with it.
Leicester City fans show their support. Getty
“As always our message is, if you’re purchasing an LCFC replica shirt, opt for one that doesn’t have the BC Game logo on it.”
Leicester, who famously won the Premier League in 2016 before a big fall from grace, released a statement in response.
“Leicester City Football Club recognises the concerns raised about recent developments involving our Principal Partner, BC Game,” it read.
“We have raised these concerns directly with BC Game and are continuing discussions with the company to explore a mutually acceptable resolution.”
Leicester now plays in the English third-tier League One.
In 2024, BC Game was stripped of his licence to operate in the United Kingdom, but it continues to conduct business overseas.
BC Game chief executive Ali Muhanned defended the partnership with Elfie.
“Eva has built an incredible relationship with the gaming and Esports community through genuine passion and consistent content creation,” Muhanned said.
“At BC Game, we want to work with creators who understand how to entertain, connect with audiences in real time, and bring positive energy to our players. Her live streams are dynamic and engaging, making her a natural fit as we expand our footprint across Esports and interactive entertainment.”
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