The ‘family football club’ now being promoted by unlicensed gambling and an ‘international porn star’: Leicester City fans rage against team’s choice of sponsor after two relegations

Leicester City supporters have expressed outrage after the club's primary shirt sponsor, online casino BC Game, named adult content creator Eva Elfie as its new ambassador. The Foxes Trust released a furious statement condemning the association, accusing the club of ditching its values as a family institution. BC Game, which lost its UK operating license in December 2024, defended the partnership by highlighting Elfie's following in esports and online gaming communities.

The fan backlash follows a difficult period on the pitch for Leicester City, having suffered consecutive relegations from the Premier League down to League One. A survey by the Foxes Trust revealed that 73% of supporters held negative feelings toward the sponsorship deal, with the trust urging fans to purchase replica kits without the sponsor's logo.