Leicester City face backlash over shirt sponsor's new partnership

Leicester City are dealing with a fresh wave of criticism from their fanbase following a controversial move by their front-of-shirt sponsor, BC Game. The cryptocurrency gaming platform, which has been associated with the club since 2024, recently announced a partnership with adult content creator Eva Elfie.

Growing fan discontent

"Is this who we are now?"

Foxes Trust

The announcement, which featured a video containing multiple adult-themed references, has drawn sharp condemnation from the Foxes Trust. The group highlighted that the partnership further distances the club from its reputation as a family-oriented organization. Fans have expressed significant concerns, with a recent survey indicating that nearly three-quarters of supporters hold a negative view of the club's association with the gambling firm.

The situation is further complicated by the fact that BC Game is currently unlicensed to operate in the United Kingdom. While the club previously defended the deal as a high-value partnership, supporters are now actively encouraged to purchase shirts without the sponsor's logo.