Leicester have acknowledged ‘concerns’ after their main shirt sponsor appointed a porn star as a club ambassador.BC Game has been the Foxes’ front-of-shirt sponsor since 2024, and announced a partnership with Russian adult content creator Eva Elfie as a brand ambassador on Tuesday.have had BC Game as their primary shirt sponsor for the last three seasonGettyWith BC Game an unlicensed online cryptocurrency gaming platform, their partnership with the League One side has already proved controversial among some supporters.However, the sponsor drew yet more controversy when it revealed it would be teaming up with pornstar Elfie earlier this week.Controversial promo videoAnnouncing the partnership, the online gambling company posted a suggestive video of Elfie and a delivery driver on social media.The innuendo-laden promotional clip shows the adult actress accepting her BC Game contract, and has already been viewed over 6 million times on X.The post was accompanied by the caption: “Welcome to BC Game Eva Elfie! Let the fun begin.”This quickly sparked backlash among BC Game’s eSports fanbase, as well as Leicester supporters, particularly fan group The Foxes Trust.In a lengthy statement, the supporters’ group said: “Partnerships like these bring these two worlds to a larger audience and, by association, link them to Leicester City.”Leicester issue statementFollowing continued backlash over BC Game’s partnership, Leicester have since responded and confirmed they were in discussions with the company over a ‘mutually acceptable resolution’.Their statement read: “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.”In a promotional clip announcing the partnership, Elfie grabs a delivery driver by the shirt and pulls him inside the room@bcgameElfie then poses with her BC Game contract‘Ditching its values’Leicester’s vow to explore the partnership comes amid renewed pressure from the Foxes Trust for their association with BC Game.The group has previously accused the club of ‘ditching its values’ over their sponsorship deal with the company, which is based out of Curacao and unlicensed in the United Kingdom.Earlier this week, 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.“BC Game have now announced a new partnership with ‘international content creator and esports personality’ Eva Elfie… who just happens to be an international porn star.“From the moment the club decided to take sponsorship from a betting company we felt Leicester City were ditching its values.“Now throw into the mix that BC Game have entered into a partnership with someone who continues to make their name via adult content.BC Game was Leicester’s main shirt sponsor in their last Premier League campaignGetty“Both gambling and pornography can have devastating impacts on people’s lives, in particular young people.“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?”Leicester’s partnership with BC Game has coincided with a challenging spell for the club on the pitch.Their first season together – the 2024/25 campaign – saw the Foxes relegated from the Premier League, before they dropped another division to League One last term.Now managed by Russell Martin, the 2016 English champions have had a mixed start to life in the third tier – initially struggling with just one win in five to pile pressure on their coach, but have since steadied the ship.Had they stayed in the Premier League two seasons ago, then the partnership with BC Game – which lost its licence to operate in the UK in December 2024 – would no longer be allowed.