Leicester City supporters have expressed fury and dismay after the club’s unlicensed gambling shirt sponsor appointed an ‘international porn star’ as its new ambassador.
Online casino company BC Game, who has been the Foxes’ primary shirt sponsor since the start of the 2024-25 season, announced its partnership with Russian adult content creator Eva Elfie in a video on X earlier this week.
The promotional video, which was laced with innuendo and featured Elfie receiving a package from a delivery man containing her partnership contract, was accompanied with the caption: ‘Welcome to BC Game Eva Elfie! Let the fun begin.’
The Foxes Trust has reacted angrily to the shirt sponsor’s association with Elfie, who has also built a following in Esports and competitive online gaming communities.
In a furious statement titled ‘BC Game – It gets worse’, the fan body 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.
Leicester City supporters have expressed fury and dismay after the club’s unlicensed gambling shirt sponsor appointed ‘international porn star’ Eva Elfie as its new ambassador
Casino firm BC Game has been Leicester’s primary shirt sponsor since the 2024-25 season
‘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?
‘Our end of season survey showed 73% of fans felt negative about the relationship, and only 5% were content with it.
‘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.’
BC Game, which The Foxes Trust claim has failed to respond to questions about its funding and legitimacy, lost its UK operating licence in December 2024 and has since shifted its focus to overseas markets.
Focusing on Elfie’s esports portfolio in his announcement, BC Game chief executive Ali ‘Ako’ Muhanned said: ‘Eva has built an incredible relationship with the gaming and esports community through genuine passion and consistent content creation.
‘At BC.GAME, we want to work with creators who understand how to entertain, connect with audiences in real time, and bring positive energy to our players. Her live streams are dynamic and engaging, making her a natural fit as we expand our footprint across esports and interactive entertainment.’
Elfie, who has 4.8million followers on Instagram, also released her debut single ‘Fairyland’ last month.
Since partnering with BC Game, the Foxes have plummeted down the football league, suffering back-to-back relegations from the Premier League to League One.
Elfie, who has 4.8million Instagram followers, is known in Esports and gaming communities too
BC Game lost its licence to operate in the UK in 2024 and now targets overseas markets
Leicester, who famously won the Premier League against all odds in 2016 and lifted the FA Cup in 2021, were docked six points for breaching spending rules during last season’s dismal Championship campaign and failed to survive the drop.
Today, the East Midlands club sit 10th in League One after 13 matches, winning five, losing four and drawing four.
When the partnership was first announced in 2024, Leicester City chief executive Susan Whelan said: ‘We welcome BC Game to Leicester City – an opportunity to work with an innovative partner in a new category for the Club.
‘As a leading global operator in a rapidly evolving environment, BC Game already have a history of successful relationships in sport and we look forward to the development of a mutually beneficial partnership.
‘The ability to attract high-value partners upon our return to the Premier League is vital to our determination to re-establish Leicester City among the game’s elite, to continue to invest in a competitive squad and to ensure the best possible experience for our supporters.’
