Leicester release statement as porn star becomes ambassador for shirt sponsor

Leicester City said they are in discussions with shirt sponsor BC Game over a 'mutually acceptable resolution' after the cryptocurrency gambling platform partnered with adult content creator Eva Elfie as a brand ambassador.

BC Game, Leicester City's front-of-shirt sponsor since 2024, announced a partnership with Russian adult content creator Eva Elfie as a brand ambassador on Tuesday, sparking significant backlash from supporters and fan groups.

The cryptocurrency gambling platform posted a suggestive promotional video of Elfie accepting her contract, which garnered over 6 million views on X. The partnership drew immediate criticism from Leicester supporters and The Foxes Trust, who argued that linking the club to both gambling and adult content contradicts the club's values and could have harmful impacts, particularly on young people.

In response to the mounting pressure, Leicester City confirmed they have raised concerns directly with BC Game and are continuing discussions to explore a mutually acceptable resolution. The club's statement acknowledged the concerns raised about recent developments involving their principal partner. BC Game, based in Curacao and unlicensed in the United Kingdom, lost its UK operating licence in December 2024.