Leicester City seal front-of-shirt sponsorship deal with BC.GAME

Leicester City have put pen to paper on a multi-year front-of-shirt sponsorship deal with BC Game.

Under the remit of the agreement, BC Game will become the Foxes’ principal partner and feature on the men’s first team’s kits for the 2024-25 season.

The commercial deal is one of the most valuable in the club’s history and was launched on Saturday, 6 July.

The crypto-first operator replaces the club’s long-term principal partner King Power, which will be retained as the club’s new training wear partner.                                                                           

King Power, a Thai travel retail group, is owned by the Srivaddhanaprabha family, who also own Leicester City.

BC Game becomes the latest white-label operator to secure a front-of-shirt deal with a Premier League club this summer.

The brand, which operates in the UK via its partnership with TGP Europe, follows DEBET and NET88 in securing a prime marketing spot.

TGP-affiliated DEBET penned a two-year deal with Wolves while Risq Capital-linked NET88 has partnered with Crystal Palace.

A Leicester City statement has described BC Game as a “community-based, online cryptocurrency gaming platform”.

In 2022, BC Game secured a sponsorship deal with the Argentine FA, while it has also made inroads in the esports sector.

Susan Whelan, Leicester City CEO, 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 [has] 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.”

Rayen Davis, BC Game director of marketing, added: “We are excited to join forces with Leicester City, a club with a rich history, a passionate fanbase and authentic global appeal.

“This partnership represents a unique opportunity to introduce a new brand of exciting, safe and responsible online gaming to new audiences, and we look forward to a successful collaboration.”