# Leicester City sponsorship controversy

> Developing situation record from CLSTR: https://clstr.news/situations/leicester-city-sponsorship-controversy
> Updated: 2026-11-07T21:13:54.000Z. Sources: 8. Developments: 2.

Leicester City supporters have expressed significant outrage following the announcement that the club’s main shirt sponsor, BC Game, has appointed adult content creator Eva Elfie as its brand ambassador. 

The controversy involves a partnership with the cryptocurrency gambling platform that has faced ongoing criticism since 2024. Supporters, led by the Foxes Trust, have raised concerns regarding the company’s lack of a UK gambling license, the legitimacy of its funding, and the potential impact of linking the club to both gambling and adult content on young people. 

A survey by the Foxes Trust indicated that 73 percent of fans expressed negative feelings toward the sponsorship. The organization has criticized the club for abandoning its values and has encouraged fans to purchase replica shirts without the BC Game logo to protest the arrangement.

## Timeline

### 2026-11-07: Leicester City fans protest BC.GAME sponsorship and new ambassador

Leicester City fans are protesting the club's shirt sponsor, BC.GAME, after the gambling platform appointed adult content creator Eva Elfie as its new brand ambassador.

2 sources. https://clstr.news/cluster/leicester-city-fans-protest-bcgame-sponsorship-and-new-ambassador

### 2026-11-05: Leicester City supporters protest gambling sponsor partnership

Leicester City fans and the Foxes Trust are protesting the club's main sponsor, BC Game, after the gambling platform appointed adult content creator Eva Elfie as a brand ambassador.

6 sources. https://clstr.news/cluster/leicester-city-supporters-criticize-bc-game-sponsorship

---
Cite as: Leicester City sponsorship controversy. CLSTR, https://clstr.news/situations/leicester-city-sponsorship-controversy