Leicester supporters express dismay after sponsor names porn actress Eva Elfie as ambassador

Supporters voiced dismay after BC Game, the main shirt sponsor of Leicester City since the start of the 2024-25 season, named Eva Elfie as a brand ambassador on Tuesday.

BC Game posted a video of Elfie alongside a delivery driver on social media, with the caption: "Welcome to BC Game Eva Elfie! Let the fun begin." The appointment prompted criticism from the Foxes Trust, a supporter group which published a statement entitled "BC Game - It gets worse."

The Foxes 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." Its statement added that Elfie is "who just happens to be an international porn star."

The trust continued in its statement: "From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values." It also warned that "Both gambling and pornography can have devastating impacts on people's lives, in particular young people," and said: "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?"

BC Game said in a LinkedIn post that 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."

When the club announced the partnership in 2024 it described BC Game - which is not available to users in the UK - as a "socially responsible platform" that aimed to provide an "enjoyable and safe gaming experience."

The BBC has approached BC Game for comment.

A Leicester City spokesperson 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."