BREAKING NEWS: Leicester City Commit to Transfer Investments with Lucrative Deal and New Kit Release Date Announced
The club has secured a two-year sponsorship deal with online gambling site BC.Game, which will serve as their shirt sponsor for two seasons before being banned by the Premier League.
Leicester City has announced BC.Game, an online gambling site, as their new front-of-shirt sponsor. The club’s home shirt for the upcoming Premier League season, featuring the crypto casino’s logo, will be released at 9 am on Saturday, July 6.
This sponsorship is one of the most valuable deals in Leicester City’s history, providing significant financial support for their transfer market activities as they aim to build a squad capable of maintaining their Premier League status.
The agreement with BC.Game is set for two years. Starting from the 2026-27 season, the Premier League will ban gambling sponsorships on the fronts of shirts. This decision follows years of campaigning against widespread gambling advertising in football, along with government investigations into the matter.
With BC.Game as the new shirt sponsor, the City’s owners, King Power, will no longer display their company logo on the front of the club’s matchday shirts, although it will remain on the training kits.
City Women will have a different front-of-shirt sponsor, to be announced on July 20, coinciding with the release of their home kit for the new WSL season. The release dates for City’s away and third kits have not yet been announced.
Susan Whelan, the club’s chief executive, emphasized that the deal will enable City to “invest in a competitive squad.” The club is nearing several signings to bolster the team for Steve Cooper as they prepare for the Premier League.
Whelan stated, “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 sports, and we look forward to a mutually beneficial partnership.
“The ability to attract high-value partners upon our return to the Premier League is crucial for our ambition to re-establish Leicester City among the game’s elite, to continue investing in a competitive squad, and to ensure the best possible experience for our supporters.”
