Leicester City fans protest BC.GAME sponsorship and new ambassador

Leicester City supporters have expressed intense dissatisfaction following the announcement that the club’s main shirt sponsor, BC.GAME, has appointed adult content creator Eva Elfie as its new ambassador.

The controversy stems from a partnership established in 2024 with the cryptocurrency-based online casino. While the deal was initially defended by club leadership as a significant financial milestone, it has faced ongoing criticism because the company lacks an official gambling license in the United Kingdom.

The backlash intensified this week after BC.GAME released a promotional video featuring Elfie. The fan group Foxes Trust issued a statement condemning the move, arguing that the association with both gambling and adult content undermines the club’s reputation as a family-oriented institution. According to the group, a recent survey indicated that 73 percent of fans viewed the sponsorship negatively.