Leicester City, newly promoted to the English Premier League, has struck a landmark sponsorship deal with BC.Game, a leading online gambling and cryptocurrency platform. This multi-year agreement positions BC.Game as the principal partner and front-of-shirt sponsor for the men’s first team, marking one of the most valuable partnerships in the club’s history.
The Deal
- Principal Partner: BC.Game becomes the main sponsor in a multi-year deal.
- Coverage: The sponsorship covers the men’s first team.
- Historical Significance: Leicester City hails this as one of their most valuable partnerships ever.
Background
BC.Game steps in to replace King Power, the Thai travel retail group that has been a significant partner for Leicester City since the 2010/11 season. King Power had a brief hiatus when online trading company FBS took over from 2021/22 to 2022/23. Last season, King Power returned to sponsor Leicester during their Championship-winning campaign. Moving forward, King Power will remain involved as the club’s training wear partner.
Comments from Leadership
Susan Whelan, Leicester City’s chief executive, expressed her enthusiasm: “As a leading global operator in a rapidly evolving environment, BC.Game already has a history of successful relationships in sport. We look forward to developing a mutually beneficial partnership. Attracting high-value partners upon our return to the Premier League is vital to our goal of re-establishing Leicester City among the game’s elite, investing in a competitive squad, and ensuring the best possible experience for our supporters.”
Rayne Davis, BC.Game’s director of marketing and affiliates, 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. We look forward to a successful collaboration.”
What’s Next?
- Women’s Team Sponsorship: The new principal partner for Leicester’s women’s team, competing in the top-tier Women’s Super League (WSL), will be announced on July 20th.
- Premier League Kickoff: Leicester City’s men’s team will begin their Premier League campaign at home against Tottenham Hotspur on August 19th.
About BC.Game
BC.Game is a pioneering online gambling and cryptocurrency platform known for its extensive game library and innovative features. With this new partnership, BC.Game aims to further its reach and introduce its exciting, safe, and responsible gaming experience to a broader audience.
Stay tuned for more updates as Leicester City and BC.Game embark on this exciting journey together, aiming to achieve great success both on and off the field!
