Leicester fans angry at sponsor's link to porn actress

Published5 November 2026

A football fan group has expressed "dismay" that Leicester City's main shirt sponsor has appointed a porn actress as an ambassador.

BC Game - which was named as a sponsor for the League One side at the start of the 2024-25 season - named Eva Elfie as a brand ambassador on Tuesday.

The online gambling company posted a video of Elfie and a delivery driver on social media, with the caption: "Welcome to BC Game Eva Elfie! Let the fun begin."

The Foxes Trust said gambling and pornography could have "devastating impacts", and added: "Partnerships like these bring these two worlds to a larger audience and, by association, link them to Leicester City."

Leicester City said it was in discussions with the company to explore a "mutually acceptable resolution".

In a statement entitled "BC Game - It gets worse", the trust said: "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?"

In a post on LinkedIn on Tuesday, BC Game said Elfie had an "established presence in gaming communities".

Chief executive Ali "Ako" Muhanned said: "Eva has built an incredible relationship with the gaming and esports community through genuine passion and consistent content creation."

Announcing the club's partnership in 2024, Leicester City said BC Game - which is not available to users in the UK - was a "socially responsible platform" and aimed to provide an "enjoyable and safe gaming experience".

A spokesperson for 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 continuing discussions with the company to explore a mutually acceptable resolution."

The BBC has approached BC Game for comment.

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