By Islam El-Sakka
Leicester City supporters are angry after the club's front-of-shirt sponsor BC Game announced a partnership with adult content creator Eva Elfie, prompting the Foxes Trust to urge fans to boycott replica shirts bearing the sponsor's logo.
Supporters' group condemns partnership
The Foxes Trust said the majority of fans feel negatively about the sponsorship, which began two years ago. The group highlighted that BC Game lost its UK operating licence nearly two years ago and questioned the club's continued association with an unlicensed gambling company that accepts cryptocurrencies. An end-of-season survey in May showed 73% of respondents felt negative about the partnership, while only 5% were content.
Club responds to concerns
Leicester City, now playing in League One after consecutive relegations, acknowledged the concerns and said it had raised them directly with BC Game. The club stated it is continuing discussions to explore a mutually acceptable resolution.
Sponsor defends ambassador choice
BC Game CEO Ali Muhanned defended the partnership, saying Eva Elfie has built a strong relationship with the gaming and esports community through genuine passion and consistent content creation. The announcement included a suggestive video featuring Elfie, who also livestreams video games.
