Leicester City Football Club has officially announced a significant multi-year partnership with BC.GAME, a leading online gaming platform. This collaboration marks a notable development for the club, with BC.GAME becoming the front-of-shirt sponsor for the Men’s First Team starting from the 2024/25 season.

The highly anticipated 2024/25 home shirt, designed by Adidas, will feature BC.GAME’s branding and will be available for purchase both in-store and online from 6 July at 0900 BST.

King Power continues partnership in new role:

Long-term partner King Power will continue to maintain a significant presence within the club, taking on the role of Training Wear Partner. This ensures that King Power remains a vital part of the Leicester City family.

The launch of the 2024/25 LCFC Women’s home shirt, along with the announcement of the team’s Principal Partner, is scheduled for 20 July, ahead of the Barclays Women’s Super League season starting in September.

BC.GAME, a community-driven online cryptocurrency gaming platform, has already established a strong presence in the football world through its partnership with the Argentine Football Association. The platform has also made significant investments in the eSports market. Known for its commitment to providing a safe and enjoyable gaming experience, BC.GAME implements measures to protect players, including online tools to help manage and identify problem gambling.

As part of their partnership with Leicester City, BC.GAME will incorporate responsible gambling messaging within its promotional materials.

As Leicester City Football Club reports, Leicester City Chief Executive Susan Whelan expressed enthusiasm about the new partnership: “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.”

Rayne Davis, Director of Marketing and Affiliates for BC.GAME, shared similar sentiments, according to Covers: “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.”

Launch of new kit:

The new Leicester City men’s home shirt, featuring BC.GAME’s branding for the first time, will be launched at 0900 BST on Saturday 6 July. The shirt will be available both online and at the Foxes Fanstore located at King Power Stadium.

Leicester City is set to return to the Premier League for the 2024/25 season after securing promotion as the EFL Championship winners last season. The team will kick off the new top-flight campaign with a home game against Tottenham Hotspur on Monday, 19 August.

As the Premier League season approaches, Leicester City joins a growing list of clubs forming partnerships with betting companies. Recently, Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers have also announced similar deals. Internationally, Inter Milan in Serie A has partnered with Swedish betting organization Betsson, highlighting the increasing involvement of betting companies in football.

This collaboration between Leicester City and BC.GAME underscores the club’s commitment to embracing innovative partnerships as they reestablish themselves among the elite in football. With the new season on the horizon, fans eagerly await the unveiling of the new kit and the exciting developments this partnership will bring.