Leicester City Football Club signs partnership with gaming platform
Leicester City Football Club has signed a multi-year principal partnership with the online gaming platform BC.GAME.
The agreement will feature BC.GAME’s branding on the front of Leicester City’s men’s first team and adult replica shirts starting from the 2024/25 season.
Long-standing partner King Power will continue to have a role as Leicester City’s new training wear partner.
The 2024/25 LCFC Women’s home shirt will be launched, and the team’s principal partner will be announced, on Saturday, July 20, ahead of the Barclays Women’s Super League season in September.
BC.GAME, a community-focused online cryptocurrency gaming platform, has an established presence in football through its partnership with the Argentine Football Association and is actively investing in the growing E-Sports market.
The platform prioritises responsible gaming, offering tools to help players stay in control, identify problem gambling, and seek assistance if needed.
Through this partnership with Leicester City, BC.GAME will also promote responsible gambling within its messaging.
Leicester City chief executive Susan 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.”
Rayne Davis, director of marketing and affiliates for BC Game, said: “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.”
