Football fans angry at sponsor’s link to porn actress

Leicester City fan group The Foxes Trust has voiced strong dismay after the club's main shirt sponsor, BC Game, named adult film actress Eva Elfie as a brand ambassador. The online gambling operator announced the partnership on social media and LinkedIn, describing Elfie as an international content creator with an established gaming presence. Supporters criticized the move, arguing that associating the club with both gambling and pornography damages its values.

In response to supporter backlash, Leicester City acknowledged the concerns regarding developments with their principal partner and confirmed ongoing discussions with BC Game to explore a mutually acceptable resolution. BC Game chief executive Ali Muhanned defended the appointment, citing Elfie's relationship with esports communities.