A sponsor too far? Leicester fans erupt over controversial ambassador announcement

Leicester City's shirt sponsor is at the centre of another storm! The appointment of adult content creator Eva Elfie as an ambassador for betting platform BC.Game has sparked a furious response from a supporters' organisation, which says the club's family image is being put at risk.

Details: On November 5, the Foxes Trust publicly criticised BC.Game's new partnership with Eva Elfie, announced on November 3. The group questioned why a company associated with Leicester's shirts was linking its brand to adult entertainment. The announcement concerns BC.Game's own ambassador programme: Elfie has not been appointed to any official role at Leicester City.

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The dispute goes deeper than one promotional campaign. BC.Game has featured on Leicester's shirts since the 2024/25 season, and the Foxes Trust has challenged the arrangement from the beginning. It also raised concerns about the operator's lack of a UK gambling licence and its cryptocurrency business. The company says its services are not accessible in the UK.

In its latest statement, the supporters' group argued that gambling and adult content create particular concerns for younger audiences. It cited its end of season survey, in which 73% of respondents viewed the BC.Game partnership negatively and only 5% were satisfied. The Trust again urged supporters to choose replica shirts without the sponsor's logo.

It's worth noting that Leicester won the Premier League in 2016 but now compete in League One after consecutive relegations. The club previously defended its commercial relationship with BC.Game as a source of investment. At the time of the reports, Leicester had been approached for comment, and no announcement suggested its sponsorship agreement had changed.

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