Why Leicester City fans are unhappy after BC Game, the team's shirt sponsor, appointed adult film actress Eva Elfie as ambassador.
Leicester City faced criticism again after BC Game, the main chest sponsor, announced on 3 Nov 2026 GMT+7 that it had signed Russian adult film actress Eva Elfie as their global brand ambassador.
What did BC Game say?
In a statement released via gaming news site FocusGN, BC Game described Elfie as a digital creator and international esports figure with over 4.8 million Instagram followers, who just released her first single in October. Her role includes producing digital content, joining promotional campaigns, and appearing at sports and esports events.
Why are fans unhappy?
British media outlet The Mirror reported that Elfie is known as an international adult film actress, a fact not mentioned in BC Game's statement. The Mirror noted that BC Game's ambassador launch video featuring Elfie contains numerous references to adult films and has been viewed 6 million times on platform X.
The loudest criticism came from Foxes Trust, the club's supporter association, which issued a statement saying that most Leicester fans are well aware of the association’s disappointment and dissatisfaction with BC Game as the chest sponsor and pointed out BC Game's announcement of working with a creator who is an international adult film actress.
Previous accumulated issues
This is just the latest issue. Foxes Trust has consistently criticized the deal with BC Game, reporting that BC Game is an offshore crypto gambling site without licenses to operate in the UK or US. Belgian media reported a fan survey showing 73 percent of respondents held negative views about the partnership with BC Game, with only 5 percent satisfied.
BC Game has been Leicester's main shirt sponsor since the 2024-25 season, when the club was newly promoted back to the Premier League. The club extended the contract for another season in October 2025, and BC Game remains the main sponsor for the 2025-26 season.