Leicester fans outraged as shirt sponsor BC Game partners with Adult film star

Leicester City supporters have criticised the club’s shirt sponsor, BC Game, after the unlicensed gambling company announced a partnership with Russian adult content creator Eva Elfie.

According to the Daily Mail⁠, BC Game, Leicester’s principal shirt sponsor since 2024, unveiled Elfie as its new ambassador in a promotional video shared on social media.

The Foxes Trust condemned the development, questioning the club’s decision to maintain its association with the gambling company.

“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?” the supporters’ organisation said.

BC Game lost its UK operating licence in December 2024. The backlash comes as Leicester endure consecutive relegations from the Premier League to League One, where they currently sit 10th.