Leicester discusses BC.Game concerns after Elfie appointment

Leicester City said it has raised concerns with shirt sponsor BC.Game over the company’s appointment of Eva Elfie as an ambassador and is discussing a mutually acceptable resolution. The club’s statement followed criticism from the Foxes Trust, which urged supporters buying replica shirts to choose versions without the sponsor’s logo. BC.Game announced Elfie, a Russian content creator known for adult content and gaming streams, as an ambassador in a promotional video posted on X. The video showed her receiving a package from a delivery driver that contained her partnership contract. BC.Game chief executive Ali Muhanned said Elfie had built a relationship with gaming and esports communities through her content. The Foxes Trust said it had objected to BC.Game’s sponsorship since the partnership began. In its response to the ambassador announcement, the supporters’ group argued that the sponsor’s gambling business and Elfie’s adult content linked Leicester City with activities it considered harmful, particularly to young people. It advised fans purchasing a replica shirt to select one without the BC.Game logo. The Trust also cited its end-of-season survey, conducted in May, which...