Leicester City have announced online gambling site BC.Game as their new front of shirt sponsors. City’s home shirt for the new Premier League season will be released at 9am on Saturday, July 6, and will bear the crypto casino’s logo for the first time.
The club say it is one of the most valuable sponsorship deals in their history and should help their cause in the transfer market as they look to build a squad capable of staying in the Premier League.
The deal with BC.Game lasts for two years. From 2026-27, gambling sponsorships will be banned on the fronts of shirts in the Premier League. Over the past few years, campaigners have fought to eradicate widespread gambling advertising in football, with government investigations into the matter too.
The new shirt sponsor means City’s owners, King Power, will no longer have their company logo on the front of the club’s matchday shirts – but it will remain on training kits.
City Women will have a different front of shirt sponsor, due to be announced on July 20, when their home kit for the new WSL season is released. There’s no date yet on when City’s away or third kits will be revealed.
The club’s chief executive, Susan Whelan, said the deal allowed City to “invest in a competitive squad”. The club are close to making a number of signings as they build a team for Steve Cooper to lead into the Premier League.
Whelan said: “We welcome BC.GAME to Leicester City – an opportunity to work with an innovative partner in a new category for the club. As a leading global operator in a rapidly evolving environment, BC.GAME already have a history of successful relationships in sport and we look forward to the development of a mutually beneficial partnership.
“The ability to attract high-value partners upon our return to the Premier League is vital to our determination to re-establish Leicester City among the game’s elite, to continue to invest in a competitive squad and to ensure the best possible experience for our supporters.”
