In ‘one of the most valuable deals in Leicester City’s history’,  BC.GAME’s has agreed a new principal partnership with the Foxes ahead of the club’s return to the Premier League.

As a result, the brand will appear on the front of the 2024/25 LCFC shirts – benefiting from the significant exposure of the Premier League. 

Rayne Davis, Director of Marketing and Affiliates for BC.GAME, commented: “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.”

A community-based, online cryptocurrency gaming platform, BC.GAME has an established presence in football through its partnership with the Argentine Football Association, while the company has also invested progressively in the developing esports market. 

Furthermore, the partnership with Leicester City will see BC.GAME incorporating dedicated messaging within its partner inventory to promote responsible gambling.

Leicester City Chief Executive Susan Whelan added on the deal: “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.”

Leicester City return to the Premier League for the 2024/25 season, having won promotion as winners of the EFL Championship at the first attempt last term. The Foxes begin the new top-flight season with a home game against Tottenham Hotspur.