Newly promoted English Premier League soccer side Leicester City has unveiled online gaming platform and cryptocurrency casino BC.Game as its new principal partner in a wide-ranging multi-year deal that the club calls one of the “most valuable” in its history.

As principal partner, BC.Game becomes the Leicester men’s side’s new front-of-shirt sponsor on all home, away, and third kits for at least the next two seasons.

Speaking on the partnership, Leicester chief executive Susan Whelan stated: “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.”

BC.Game replaces King Power, the Asian duty-free shopping giant which had returned as Leicester's shirt sponsor last season. 

King Power, owned by the club’s Thai ownership, will remain heavily associated with the team, retaining training kit front-of-shirt branding rights and continuing as the naming rights sponsor of the club’s stadium.

Online trading brand FBS was the Midlands club's shirt sponsor before King Power and retained a partnership with the team as its training kit sponsor last year.

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The igaming company was founded in 2017 and boasts over 250,000 social media followers on the platform X (formerly known as Twitter).

BC.Game previously sponsored the Argentine national soccer team in a short-term deal in 2022 around the Qatar FIFA World Cup.

Alongside the BC.Game reveal, Leicester also confirmed that the announcement of a new principal partner for its women’s side will take place later in July ahead of the forthcoming 2024-25 Women’s Super League campaign.