Premier League: BC.Games (gaming platform) main shirt sponsor of Leicester City FC from 2024-25

Online cryptocurrency gaming platform BC.Games has become the main shirt sponsor of Leicester City FC as part of a "multi-year partnership" from the 2024-25 season, announced the club (promoted to the Premier League after the 2023-24 season) on 05/07/2024.

The agreement, "one of the most valuable in Leicester City's history", will see the two organisations promote responsible gambling among other things. "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," said Susan Whelan, chief executive at Leicester City FC.

BC.Games succeeds Thai retail group King Power, which had been the English club's main shirt sponsor since 2010-11 for an estimated annual fee of €4.6m. King Power will retain the naming rights to Leicester's stadium, the King Power Stadium, which it has also owned since 2010-11. The group will also be the training shirt sponsor of the club's men's and…