BC.Game Inks Official Sponsorship with Leicester City

BC.Game has just stepped into the spotlight with a multi-million dollar partnership with Premier League club Leicester City.

As part of this groundbreaking $40 million deal, the crypto betting site’s branding will take center stage on the Leicester City kits throughout the 2024/25 and 2025/26 seasons.

What the Deal Means for All Involved

Beyond the mere presence on the Leicester jersey, the partnership also integrates the sportsbook’s native cryptocurrency, the $BC token.

As the new Leicester sponsor explained, the token has multiple utilities in addition to on-site payments. These include exclusive features, governance, and in-game deals.

The new Leicester City sponsors pointed out in the official announcement that “to support the token, BC.Game plans to implement community airdrops, marketing strategies, and liquidity mining, ensuring the stability of $BC and rewarding early supporters. ”

Leicester City’s Chief Executive, Susan Whelan, was also enthusiastic about the partnership, praising the sportsbook’s innovative approach and history of successful partnerships since the 2017 launch.

“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,” Whelan stated.

A video of Leicester City players Jamie Vardy, Wilfred Ndidi, and James Justin sporting the new Leicester Shirt with the BC.Game logo has already surfaced online through the club’s official channels.

The club is known for its stunning 2016 Premier League championship and then the 2021 FA Cup win.

Branding Power of BC.Game’s Leicester City Sponsorship

BC.Game is no stranger to sports sponsorships, as the crypto betting platform had already sponsored the Argentine national soccer team in 2022 around the FIFA World Cup in Qatar.

However, that deal was a short-term partnership, not a longer-term, two-season deal like the one signed with Leicester City. In many ways, the new Leicester sponsors are boosting not just their own credibility, but the reputation of the crypto sportsbooks as a whole.

While these platforms are clearly on the rise, their market share remains low, and partnerships like this help the entire industry enter the mainstream.

Industry leaders, though, agree that the innovative approach with the in-house BC.Game currency has the potential to change the idea of what a sponsor does for a club’s fan base.

As the betting site has stated on multiple occasions now, they are tapping into Leicester City’s loyal following. Such a partnership creates opportunities to engage fans with special promos and exclusive content, not to mention interactive gaming experiences that resonate with the very spirit of the sport.

This one goes deeper than a symbol on the Leicester City shirt, and we’re intrigued to see how the matter develops in years to come.

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