Leicester fans call for shirt boycott after sponsor BC Game partners with adult content creator

The Foxes Trust, a Leicester City supporters’ group, has called on fans to boycott the club’s home shirt after front-of-shirt sponsor BC Game announced a partnership with Russian adult content creator Eva Elfie, whom the group described as an “international porn star”.

BC Game, an online casino company that has sponsored the League One club for the past two years, unveiled Eva Elfie — who also streams video games — as a brand ambassador this week, accompanied by a suggestive promotional video. The announcement carried the tagline “Let the fun begin.”

The Foxes Trust said the move had deepened existing “dismay and discontent” with BC Game, a company it noted lost its UK operating licence almost two years ago. The group questioned why Leicester continue to partner with a sponsor that it says has “unanswered questions about the legitimacy of its funding and its origins” and allows clients to gamble using cryptocurrencies.

“From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values,” the Trust said in a statement. “Both gambling and pornography can have devastating impacts on people’s lives, in particular young people. 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 urged supporters who intend to buy a replica shirt to choose a version without the BC Game logo. “As always our message is, if you’re purchasing an LCFC replica shirt, opt for one that doesn’t have the BC Game logo on it.”

Leicester City confirmed they were aware of BC Game’s partnership with Eva Elfie and said they had “raised concerns” with the sponsor. The club did not announce any intention to terminate the sponsorship agreement.

Leicester, who won the Premier League title in 2016, now compete in League One following consecutive relegations from the top flight. The club’s association with an unlicensed gambling operator has drawn sustained criticism from supporter groups since the deal was first announced in July 2024.