Leicester City raise concerns after BC Game names adult star Eva Elfie as ambassador

November 07, 2026 • 0 • min read

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Leicester City raise concerns after BC Game names adult star Eva Elfie as ambassador

KEY TAKEAWAYS

Leicester City have raised concerns directly with principal sponsor BC Game.
The Foxes Trust criticised the partnership between gambling and adult entertainment.
BC Game branding remained on Leicester shirts for the Oxford City FA Cup tie.

Leicester City have expressed concerns after their principal sponsor, BC Game, appointed adult film star Eva Elfie as a brand ambassador, sparking a backlash from supporters who believe the partnership conflicts with the club's values.

The controversy follows BC Game's decision to partner with Elfie, a Russian adult entertainment performer and content creator, whose appointment has attracted considerable attention across social media.

Leicester City hold talks with BC Game over Eva Elfie partnership

Leicester responded to the growing criticism by acknowledging supporters' concerns about the latest developments involving their principal partner.

In an official statement, the club said:

Leicester City Football Club recognises the concerns raised about recent developments involving our Principal Partner, BC.GAME.

We have raised these concerns directly with BC.GAME and are working with the company to explore a mutually acceptable resolution.

In a further update published on Friday, 6 November, Leicester confirmed that BC Game branding would remain on the men's first-team shirts for their FA Cup match against Oxford City.

The club cited ongoing discussions and operational implications as the reasons for retaining the sponsor's logo for the fixture.

No termination of the sponsorship agreement has been announced.

The Foxes Trust questions Leicester City's values

The club's response came after The Foxes Trust, a long-standing Leicester supporters' group, publicly criticised BC Game's decision to appoint Elfie.

The group had already expressed dissatisfaction with the club's relationship with the gambling company since the sponsorship agreement was introduced.

However, Elfie's appointment has intensified its opposition.

In a statement shared on social media, the Trust questioned whether Leicester's association with both gambling and adult entertainment reflected the identity the club wanted to promote.

From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values.

Now throw into the mix that BC Game have entered into a partnership with someone who continues to make their name via adult content.

Both gambling and pornography can have devastating impacts on people's lives, in particular young people.

Partnerships like these bring these two worlds to a larger audience and, by association, link them to Leicester City. Is this who we are now?

The statement highlights a wider concern among supporters about the commercial partnerships football clubs choose to associate themselves with.

BC Game's Eva Elfie announcement sparks social media backlash

BC Game introduced Elfie as its latest brand ambassador, describing her as an international content creator and esports personality with an established presence in gaming communities.

The company also highlighted her involvement in gaming and esports as part of its explanation for the partnership.

However, the promotional video accompanying the announcement quickly became a talking point.

The clip featured what appeared to be a pizza delivery worker arriving at Elfie's door with a cardboard box.

After opening the door, Elfie grabbed the delivery man's shirt and pulled him inside. The box was subsequently revealed to contain her official BC Game partnership contract.

💸 BC Game ha anunciat el fitxatge d'Eva Elfie, actriu pornogràfica i creadora de contingut, com a nova ambaixadora del club. BC Game és una plataforma global d'apostes esportives i casinos en línia amb una secció d'esports electrònics. https://t.co/dTOzaKrq1a
— El Cibercafè (@esportcibercafe) November 5, 2026

BC Game has sponsored Leicester City since 2024

BC Game initially became Leicester's principal partner in July 2024, ahead of the club's return to the Premier League.

The multi-year agreement made the online gaming platform the front-of-shirt sponsor of Leicester's men's first team from the 2024/25 season.

The partnership subsequently continued into the 2025/26 campaign and was extended into a third season for 2026/27.

The sponsor's presence on Leicester shirts has previously attracted criticism from supporters who oppose football clubs' relationships with gambling companies.

The latest controversy has added another layer to that debate, particularly given the potential overlap between gambling promotions, adult entertainment and football's younger audience.