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Leicester City sponsor faces fresh backlash after controversial announcement

The online casino, who lost license to operate in the UK in 2024, are the front of shirt sponsors at Leicester City…

By Josh Holland · Leicester Mercury

Published: Thursday, 5 November 2026 at 12:43 PM

Key Things to Know

Leicester City shirt sponsor BC.Game faces backlash after partnering with adult film star Eva Elfie.
The Foxes Trust issued a statement condemning the partnership and the association with Leicester City.
An end-of-season survey revealed 73% of supporters felt negative about the club's relationship with BC.Game.

The Story in 60 Seconds

Leicester City's principal shirt sponsor, BC.Game, is facing renewed criticism after announcing a partnership with adult film actress and content creator Eva Elfie. The announcement, shared on X, immediately sparked backlash among supporters and prompted a critical response from the Foxes Trust supporters group.

The Foxes Trust released a strongly worded statement expressing dismay over the partnership, stating that the association harms Leicester City's reputation as a family club. The group noted that 73% of fans in an end-of-season survey viewed the club's relationship with BC.Game negatively, urging supporters buying replica shirts to choose options without the sponsor's logo.

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Leicester City sponsor faces fresh backlash after controversial announcement

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