Leicester City fans condemn club's shirt sponsor after deal with adult content star

Leicester City are facing organised supporter backlash after their front-of-shirt sponsor BC Game announced a partnership with Russian adult content creator Eva Elfie, compounding existing fan frustration over the club’s commercial direction.

BC Game, an unlicensed online cryptocurrency gaming platform, has sponsored the Foxes’ shirts since 2024 — a period that has coincided with Leicester’s back-to-back relegations from the Premier League to League One. The company’s new ambassador deal with Elfie, a prominent adult content creator, was announced via a video on X that has accumulated six million views and is laden with explicit references.

Fan group Foxes Trust issued a formal statement condemning the move, describing it as the latest in a series of decisions that have eroded the club’s identity. “Most Leicester City supporters will know by now the Trust’s dismay and discontent with BC Game being our front of shirt sponsor,” the statement read. “BC Game have now announced a new partnership with ‘international content creator and Esports personality’ Eva Elfie… who just happens to be an international porn star.”

The Trust had already raised concerns about BC Game when the sponsorship was first confirmed in July 2024, noting at the time that the arrangement did not reflect the club’s reputation as a well-run family club. Those concerns have since deepened. The group highlighted that BC Game is not licensed to operate in the UK, has unresolved questions about the origins of its funding, and allows users to gamble using cryptocurrency.

“Both gambling and pornography can have devastating impacts on people’s lives, in particular young people,” the statement continued. “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 Trust also cited its own supporter survey, in which 73% of respondents said they felt negatively about the BC Game relationship, with only 5% expressing satisfaction. The group urged fans buying replica shirts to choose versions that do not carry the BC Game logo.

The backlash has also extended into BC Game’s eSports fanbase, where the Elfie announcement generated significant controversy. Leicester City had not responded to a request for comment at the time of publication.