Leicester fans furious as club sponsor announces partnership with ‘international porn star’
A Leicester City supporters’ group has urged fans to boycott the club’s home shirt after their sponsor, BC Game, announced a partnership with an “international porn star”.
BC Game, an online casino company who have been Leicester’s front-of-shirt sponsor for the past two years, unveiled Russian adult content creator Eva Elfie as an “ambassador” this week.
A suggestive video featuring Eva Elfie and a man arriving at her door delivering pizza accompanied BC Game’s announcement with the content creator, who also does live streams of video games. “Let the fun begin,” the announcement added.
The Foxes Trust said there has been “dismay and discontent” with BC Game since their sponsorship began and questioned why the club continues to be partners with a company that lost its UK operating licence almost two years ago .
The group said: “Most Leicester City supporters will know by now the Trust’s dismay and discontent with BC Game being our front-of-shirt sponsor. 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.
“From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values. Our first article in July 2024 said that ‘It doesn’t feel like who LCFC are to have a gambling website on our shirts and seems to be another step away from our ‘well-run family club’ reputation’.
“The club has not only partnered with a gambling company, but chosen one that is unlicensed to operate in the UK, has unanswered questions about the legitimacy of its funding and its origins, and allows clients to ‘game’ using cryptocurrencies.
“Now throw into the mix that BC Game have entered into a partnership with someone who continues to make their name via adult content. 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? 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.”
The former Premier League champions, who now play in League One after consecutive relegations, said they were aware of the BC’s partnership with Eva Elfie and had “raised concerns” with the sponsor.
A club statement said: “Leicester City Football Club recognises the concerns raised about recent developments involving our Principal Partner, BC Game. We have raised these concerns directly with BC Game and are continuing discussions with the company to explore a mutually acceptable resolution.”
The Foxes Trust said an end-of-season survey held in May showed 73 per cent of fans felt “negative” about Leicester’s association with BC Game, with just five per cent of feelings with “content”.
BC Game CEO Ali Muhanned said in a statement: “Eva has built an incredible relationship with the gaming and esports community through genuine passion and consistent content creation. We can’t wait to see what Eva brings to the BC Game community.”
