The key facts
- On 3 November, BC.Game appointed Eva Elfie as its ambassador — the agreement was concluded with the sponsor, not with the club
- Foxes Trust had opposed the partnership with BC.Game since 2024 and believes the scandal harms the club's reputation
- Leicester said it had discussed the situation with BC.Game; no termination of the partnership has been announced so far
Scandal surrounding the sponsor's ambassador
Leicester's title sponsor — BC.Game, a company operating in the online gambling sector — announced a partnership with Russian adult film actress Eva Elfie, whose real name is Yulia Romanova, on 3 November. The appointment was accompanied by an advertising video in which Elfie receives a contract from a courier; the company itself introduced her as an international content creator and representative of the esports community. Life.ru reports on the fans' reaction.
Fans' outrage and the club's response
The supporters' organisation Foxes Trust published a statement calling the sponsor's collaboration with Elfie damaging to the reputation of a club that has traditionally positioned itself as family-oriented. The supporters' group recalled that it had opposed the agreement with BC.Game ever since it was signed in 2024: in its view, the placement of gambling advertising on the team's shirts already contradicted the club's former values. Foxes Trust representatives stressed that gambling and pornography can negatively affect people's lives, especially young people, and expressed concern that such campaigns expand the audience of these industries and indirectly associate them with Leicester.
What is known about the status of the agreement
Leicester's management responded to the scandal: the club said it understood the supporters' concerns and had already discussed the situation directly with BC.Game; the parties are trying to find a mutually acceptable solution. Importantly, there is a clarification that separates the club from the sponsor: Eva Elfie became an ambassador of BC.Game the company, not of the football club — the agreement was concluded between the actress and the sponsor, so Leicester did not appoint her as its official representative. BC.Game has been a partner of the team since the 2024/25 season, and its logo is placed on the players' match kits. No announcement has yet been made about terminating the partnership or ending cooperation with Elfie.
Context: the club's sporting situation
The sponsor situation is unfolding against the backdrop of the team's sporting decline. As Life.ru previously reported, Leicester — the club that sensationally won the Premier League in 2016 — at the end of the 2025/26 season was relegated to the third tier of English football: the team was docked six points for financial breaches and, with two rounds to go, lost any mathematical chance of preserving its place in the Championship.
