Leicester City is the latest English Premier League (EPL) team to sign a record-breaking sponsorship deal with a gambling operator. The agreement with BC.Game is reportedly worth £31.1m ($40m) and will be in place until May 2026.

The new partnership will see the crypto-focused platform’s logo appear on the front of jerseys starting in the 2024-2025 season. King Power, a long-running shirt partner of the club and the stadium’s title sponsor, will take over the branding of the training wear.

continuing to invest in a competitive squad to provide a good experience for fans

Talking about the importance of the deal, Leicester City Chief Executive Susan Whelan said that it will help the club re-establish itself in the EPL by continuing to invest in a competitive squad to provide a good experience for fans.

Other EPL teams that have signed similar front-of-shirt sponsorship agreements with gambling operators in recent weeks include Crystal Palace with Net88, Wolverhampton Wanderers with DEBET, and Burnley with 96.com.

This isn’t the first time that BC.Game has partnered with a soccer team, as it has an existing deal with the Argentina Football Association in which it acts as the FIFA World Cup champions’ global crypto casino sponsor.