Allied company secures position as primary sponsor for Nottingham Forest's jersey during the 2025-26 campaign
Bally's Corporation has made a significant move in its strategic expansion into the UK and European markets by securing a front-of-shirt sponsorship deal with Nottingham Forest for the 2025-26 Premier League season. This partnership comes just ahead of the Premier League's self-imposed ban on front-of-shirt gambling sponsorships, which will start in the 2026-27 season.
The timing of the deal is strategic, as it allows Bally's to secure a coveted sponsorship spot before the ban takes effect. Nottingham Forest's kit was initially unveiled without a main sponsor, providing an opportunity for Bally's to capitalize on the club's rising profile. The club qualified for European competition for the first time in 30 years, enhancing exposure for Bally's beyond the domestic UK audience.
Bally’s CEO, Robeson Reeves, described the partnership as a natural fit due to Nottingham Forest's iconic status and passionate fanbase. The partnership is part of Bally’s broader plan to increase its brand visibility and market presence internationally, particularly in high-profile sports like Premier League football.
Strategically, this sponsorship is part of Bally’s ongoing international growth. The company already owns and operates several online gaming brands popular in the UK, such as Virgin Games and Jackpotjoy. Adding a Premier League club sponsorship provides both branding on shirts and at The City Ground (Nottingham Forest’s stadium), offering extensive advertising opportunities.
This sponsorship deal is especially relevant given the looming ban on Premier League club sponsorships from gambling companies starting in 2026. It suggests that Bally’s is acting to solidify its presence before regulatory changes take effect.
Evangelos Marinakis, the owner of Nottingham Forest, played a key role in securing the deal with Bally's Corporation. The sponsorship deal is part of Marinakis' vision for the club's growth and strengthening of global partnerships. The deal provides Nottingham Forest with a new global partner ahead of a season that includes European football.
The sponsorship deal between Nottingham Forest and Bally's Corporation starts in the 2025-26 season, debuting during pre-season fixtures. Kaiyun Sports' two-year deal with Nottingham Forest ended after the 2024-25 season, leaving the space vacant until Bally's stepped in.
Bally's Corporation's goal in this sponsorship is to expand brand recognition in the UK and Europe through sports partnerships and acquisitions. The sponsorship deal gives Bally's Corporation visibility in one of the most-watched leagues in the world.
It's clear that Bally's Nottingham Forest sponsorship is both a strategic marketing investment focused on high visibility through one of the world’s most-watched football leagues, and a tactical move in anticipation of tighter regulations. It complements Bally’s existing UK gaming portfolio and signals ambitions for broader European market expansion.
- Given the impending ban on gambling sponsorships in Premier League football starting from the 2026-27 season, Bally's Corporation's sponsorship deal with Nottingham Forest for the 2025-26 season is a strategic move to secure a coveted spot before the regulations take effect.
- As Nottingham Forest qualifies for European competition for the first time in 30 years, this partnership with Bally's Corporation offers extensive advertising opportunities for the brand beyond the domestic UK audience, in the European leagues.
