Leicester City Face Backlash After Main Shirt Sponsor Appoints Porn Star As Ambassador

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, according to BBC Sport.

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.”

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.

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“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”.

Susan Whelan, the former club chief executive, previously said: “We welcome BC Game to Leicester City – an opportunity to work with an innovative partner in a new category for the club.

“As a leading global operator in a rapidly evolving environment, BC Game already have a history of successful relationships in sport, and we look forward to the development of a mutually beneficial partnership.”