Leicester fans furious as club sponsor announces partnership with 'international porn star'

Leicester City supporters' group urges fans to boycott home shirts after sponsor BC Game partners with adult content creator Eva Elfie as an ambassador.

Leicester City's front-of-shirt sponsor BC Game announced a partnership with Russian adult content creator Eva Elfie as an "ambassador" this week, sparking backlash from supporters.

The Foxes Trust, a supporters' group, has called for fans to boycott Leicester's home shirt in protest. The Trust expressed "dismay and discontent" with BC Game's sponsorship since it began two years ago, noting the company lost its UK operating licence almost two years ago. The group argued that the partnership links gambling and pornography to the club and questioned whether this aligns with Leicester's values as a "well-run family club."

An end-of-season survey in May showed 73 per cent of fans felt negative about Leicester's association with BC Game, with only 5 per cent content. Leicester City acknowledged the concerns and said they have "raised concerns" directly with BC Game and are continuing discussions to explore a resolution. BC Game's CEO defended the partnership, saying Eva has built a strong relationship with the gaming and esports community.