Leicester City supporters protest gambling sponsor partnership

Leicester City supporters have expressed significant outrage following an announcement by the club’s main shirt sponsor, BC Game, regarding its new brand ambassador. The cryptocurrency gambling platform has partnered with Eva Elfie (Yulia Romanova), an international adult content creator and eSports personality.

The Foxes Trust, a supporters' organization, issued a statement titled “BC Game – It Gets Worse,” criticizing the club for abandoning its values. The Trust noted that the partnership with a gambling company was already a source of discontent, citing concerns over the company’s lack of a UK gambling license, the legitimacy of its funding, and its use of cryptocurrency.

Supporters argue that linking the club to both gambling and adult content could have a devastating impact on young people. According to a survey by the Trust, 73% of fans expressed negative feelings toward the sponsorship, while only 5% were satisfied. The organization has encouraged fans to purchase replica shirts without the BC Game logo to protest the arrangement.