Leicester City faces a significant fan backlash over its sponsorship deal with BC Game and the company's subsequent appointment of adult content creator Eva Elfie as a club ambassador. The controversy has led the club to confirm it is in discussions with the sponsor to find a resolution.
The Foxes Trust, the club's official supporters' trust, released a statement condemning the partnership. It said 73 per cent of fans felt negative about the club's association with BC Game, an unlicensed online cryptocurrency gaming platform. Only five per cent were content with the arrangement.
"Partnerships like these bring these two worlds to a larger audience and, by association, link them to Leicester City," The Foxes Trust said. The group accused the club of ditching its values and urged supporters to boycott the current home shirt.
Club acknowledges concerns
Leicester City issued a statement on 6 November 2026 addressing the mounting criticism. "Leicester City Football Club recognises the concerns raised about recent developments involving our Principal Partner, BC GAME," the club said. A spokesperson confirmed the club was in discussions with BC Game to explore a mutually acceptable resolution.
The sponsorship with BC Game began in 2024, coinciding with a turbulent period for the club. Leicester were relegated from the Premier League at the end of the 2024/25 season and then dropped to League One the following campaign. The partnership would not have been permitted had the club remained in the top flight, as Premier League clubs voted to ban front-of-shirt gambling sponsors from the 2026/27 season onwards.
BC Game lost its UK operating licence in December 2024. The company's decision to sign Eva Elfie, described as an international content creator and esports personality, sparked renewed anger. The announcement was accompanied by a promotional video that further fuelled the discontent among supporters.
In its detailed statement, the Foxes Trust highlighted that the club's own Supporter Engagement Panel had previously expressed strong opposition to the BC Game deal. The Trust stated the club was no longer seen as a well-run family club due to the association with gambling and adult content. It argued that the partnership damages the club's reputation and commercial value, alienating potential future sponsors and harming community relations built over many years.
The Trust's survey of its members revealed that 86% believed the sponsorship was damaging to the club's community reputation. Also, 89% felt it was inappropriate for a club with a large young fanbase. The group has called for an urgent meeting with the club's hierarchy to discuss terminating the agreement.
Leicester City's next fixture is at home to Plymouth on Saturday, 14 November 2026.
First reported at talkSPORT
