Leicester City Sponsor Backlash Over BC.Game Deal Grows

Q: How long has BC.Game sponsored the club?

BC.Game has sponsored the club since the 2024–25 season.[1][2]

Leicester City is facing backlash over front-of-shirt sponsor BC.Game. This week, the gambling brand named adult-content creator and esports streamer Eva Elfie as an ambassador. The Foxes Trust has urged supporters to consider replica shirts without the sponsor’s logo.[1][2]

Leicester City Before the Ambassador Announcement

BC.Game has sponsored the club since the 2024–25 season. The Foxes Trust has criticised the partnership because of its gambling connection. News of the new ambassador has pushed that criticism further into the public eye.[1][2] This dispute isn’t about a match or a team selection decision.

Instead, it centres on what the club’s sponsorship represents and whether supporters feel comfortable with the brand’s links to gambling and adult content. The criticism targets the commercial association, not the players or results.[1][2]

BC.Game named Eva Elfie as a brand ambassador this week. The Foxes Trust criticised the partnership, saying it links the club with gambling and adult content. It asked: “Is this who we are now?” The Trust connects the new appointment to the existing shirt sponsorship.[1][2] It also urged supporters buying replica shirts to pick versions without the BC.Game logo.

That request gives the criticism a practical focus. It invites fans to signal their views through their purchases.[1] A fan survey cited by the Trust reportedly found that 73% viewed the BC.Game relationship negatively, while 5% viewed it positively. Reports also say BC.Game isn’t licensed to operate in the UK.[1][2]

What Changed for the Club and Supporters

BC.Game began sponsoring the club in the 2024–25 season. Elfie’s ambassador appointment was announced this week.

The sponsor remains on the front of the shirt. But the announcement has added a new, contentious association to the partnership.[1][2] The club and BC.Game were approached for comment, but neither responded in the reports. The reports include no reply from either party.[1][2]

Before	This week	What it means
BC.Game has sponsored the club since 2024–25.[1][2]	The brand named Eva Elfie an ambassador.[1][2]	The partnership has come under scrutiny.[1][2]
The brand appeared on the shirt front.[1][2]	The Foxes Trust criticised the connection.[1][2]	Its concerns include gambling and adult content.[1][2]
The club had a front-of-shirt sponsorship with BC.Game.[1][2]	The Trust urged supporters to buy shirts without the logo.[1]	Supporters have a suggested way to register dissent.[1]

The reports included no response from the club or sponsor. The Trust’s call for logo-free shirts gives supporters a visible option, and its survey figures offer a snapshot of opinion among those surveyed. For more detail, see BBC Sport.

Neither tells us what the club will decide about the partnership.[1][2] The reports cover sponsor backlash, not a specific match. They give no match score, player statistics, table impact, turning point, or match-related injury or suspension.[1][2] This is a commercial and reputational issue, centred on sponsor identity and supporter reaction.

Verdict: The ambassador announcement has brought scrutiny to a sponsorship that has been in place since the 2024–25 season.

To avoid the BC.Game logo, supporters can choose the replica-shirt version without it, as the Foxes Trust urges.[1]

FAQs

Why is BC.Game facing backlash?

The Foxes Trust says the partnership links the club with gambling and adult content. Its criticism came after BC.Game named Eva Elfie as a brand ambassador this week.[1][2]