Leicester fans protest sponsor's link to porn actress

Supporters of Leicester City voiced dismay after the club's front‑of‑shirt sponsor, BC Game, announced porn actress Eva Elfie as a brand ambassador on Tuesday, early in the 2024‑25 season.

The online gambling firm shared a video featuring Elfie and a delivery driver on its social channels, captioned: "Welcome to BC Game Eva Elfie! Let the fun begin." The Foxes Trust warned that both gambling and pornography can have devastating effects, especially on young people, and said the partnership links the two industries to the club. Leicester City said it was holding talks with BC Game to seek a mutually acceptable resolution.

In a statement titled "BC Game – It gets worse", the trust added: "Most Leicester City supporters will know by now the trust's dismay and discontent with BC Game being our front of shirt sponsor. BC Game have now announced a new partnership with 'international content creator and esports personality' Eva Elfie... who just happens to be an international porn star.

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?"