Leicester City sign record deal with BC.Game

Leicester City are the latest English Premier League (EPL) team to sign a record sponsorship deal with a gambling operator. The deal with BC.Game is worth £31.1 million ($40 million) and runs until May 2026.

The new partnership will see the crypto-centric platform’s logo appear on the front of the jerseys starting in the 2024-25 season. King Power, the club’s long-standing shirt partner and stadium title sponsor, will take over the branding of the training wear.

continuing to invest in a competitive team to provide a good fan experience

Speaking about the importance of the deal, Leicester City chief executive Susan Whelan said it would help the club re-establish itself in the EPL by continuing to invest in a competitive squad to provide a good fan experience.

Other EPL teams that have signed similar sponsorship deals with gambling operators in recent weeks include Crystal Palace with Net88, Wolverhampton Wanderers with DEBET and Burnley with 96.com.

This is not the first time that BC.Game has partnered with a football team, as it has an existing agreement with the Argentine Football Association in which it acts as the global crypto casino sponsor of the FIFA World Cup champions.