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 sections of the fanbase who view the association as inappropriate for a Premier League club.
BC Game, which has held the primary sponsorship position on Leicester's shirts since 2023, described Elfie as an "international porn star" in promotional material. The announcement triggered immediate backlash on social media, with fans questioning the club's due diligence and the message such a partnership sends to younger supporters.
The controversy highlights ongoing tensions around gambling and adult industry sponsorships in English football. While Premier League clubs have moved to phase out front-of-shirt gambling sponsors by the 2026-27 season, cryptocurrency and offshore betting platforms continue to occupy prominent commercial spaces.
Leicester City have not yet issued a public statement addressing the fan concerns. The club returned to the Premier League this season after winning the Championship title in 2023-24.
