Leicester City fans boycott BC.Game after club sponsor names adult film actress Eva Elpee as ambassador

Leicester City’s front-of-kit sponsor BC.Game has triggered a backlash after appointing Russian-born adult film actress Eva Elpee as an ambassador. For high-risk operators, the more relevant detail is not the optics alone: the company lost its U.K. licence in December 2024 and is now operating overseas while fans publicly push back against the sponsorship.

1. The Telegraph reported on 5 May that BC.Game, Leicester City’s kit main sponsor since the 2024-25 season, announced a new partnership with Elpee, who has worked as an adult content creator. BC.Game introduced her as an “international content creator and esports personality.”
2. Elpee has about 4.8 million followers on Instagram. In BC.Game’s promotional video, she receives a parcel containing a contract from a delivery person, followed by the line: “Welcome to BCGame, Eva Elpee! Now let's start the fun.”
3. Leicester supporters reacted sharply. The club’s official supporters’ group, the Foxes Trust, said most fans were already disappointed that BC.Game had become the front-of-kit sponsor, then objected to the new partnership on the basis that the club’s long-standing family-oriented image does not fit with gambling sponsorship.
4. The Foxes Trust also attacked BC.Game’s regulatory position, noting that the company lost its licence to operate in the U.K. in December 2024 and is continuing business overseas. Fans also pointed to the fact that BC.Game offers gambling services using cryptocurrency.
5. The backlash was not just verbal. In a post-season survey by the Foxes Trust, 73% of respondents said they had a negative view of the sponsorship relationship with BC.Game, while only 5% said they were satisfied. The group also urged supporters to buy Leicester shirts without the BC.Game logo.