Leicester City supporters have expressed anger after the club's front-of-shirt sponsor BC Game announced adult content creator Eva Elfie as a brand ambassador. The partnership, revealed by the gambling and cryptocurrency platform, has drawn sharp criticism from fans who view the association as inappropriate for a Premier League football club.
BC Game, which has been Leicester's principal shirt sponsor since the start of the 2024-25 season, described Elfie as an "international star" in its announcement. The collaboration includes promotional content featuring the adult performer alongside club branding, which has circulated on social media platforms.
Fan groups and individual supporters have taken to forums and social media to condemn the move, arguing it undermines the club's family-friendly image and community values. Some have called for the club to intervene or reconsider the sponsorship arrangement, though Leicester City has not yet issued a public statement on the matter.
The controversy highlights ongoing tensions in football regarding gambling and cryptocurrency sponsorships, with several Premier League clubs facing scrutiny over commercial partnerships in recent years. Leicester's current deal with BC Game runs through the 2025-26 season.
