A Leicester City supporters’ group has accused the club of tarnishing its family-friendly reputation by allowing itself to be linked to porn and unlicensed gambling.

The Foxes Trust is a long-standing critic of Leicester’s front-of-shirt sponsorship deal with BC Game, an offshore crypto bookmaker which does not have a licence to operate in the UK or US, but this week raised fresh concerns after BC Game announced a partnership with Russian adult content creator Eva Elfie.

“Most Leicester City supporters will know by now the Trust’s dismay and discontent with BC Game being our front of shirt sponsor,” it said.

“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.

It added: “The Club has not only partnered with a gambling company, but chosen one that is unlicensed to operate in the UK, has unanswered questions about the legitimacy of its funding and its origins, and allows clients to ‘game’ using cryptocurrencies.

“Now throw into the mix that BC Game have entered into a partnership with someone who continues to make their name via adult content.

“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 fall from Premier League champions to third tier

Leicester produced one of English football’s fairytales when a team starring Jamie Vardy, Riyad Mahrez and N’g’Golo Kante won the Premier League at odds of 5,000-1 a decade ago. 

They have fallen on hard times since, however, and now languish in the third tier following successive relegations. Their Thai owners are seeking a buyer for the club.

The Foxes Trust cited polling of fans which showed that almost three quarters felt negative about the relationship with BC Game, while only five per cent were content with it.

It added: “As always our message is, if you’re purchasing an LCFC replica shirt, opt for one that doesn’t have the BC Game logo on it.”

Football clubs have been criticised for accepting sponsorship from unlicensed gambling firms but it is not currently against Premier League or English Football League rules as long as their services are not accessible in the UK.

Leicester City have been approached for comment.