Bally's increases United Kingdom growth through securing Nottingham Forest's front jersey sponsorship deal
Bally's, the global gaming, hospitality, and entertainment company, has announced a sponsorship deal with Nottingham Forest for the upcoming English Premier League season. This strategic move is part of Bally's ambitious plan to expand its brand presence in the UK market.
The deal sees Bally's logo prominently displayed on Nottingham Forest's shirt fronts, providing the company with significant market visibility in the UK. Nottingham Forest, a historic and well-followed football club competing in a high-profile league, offers a strong platform for Bally's to connect with UK consumers, enhancing brand recognition in a competitive market where sports betting and gaming are major industries.
The partnership aligns with Bally’s broader international growth strategy, which includes developing its Omnichannel presence — combining land-based casinos and interactive gaming platforms. This deal supports Bally’s interactive division focused on Europe and its lottery and gaming services. By associating with a prominent English Premier League team, Bally’s improves its attractiveness to UK customers and regulatory bodies, facilitating easier market penetration in a mature gaming market.
This move complements Bally’s existing physical assets in the UK, such as the Aspers Casino in Newcastle, which Bally's recently finalized the acquisition of. The branding move by Bally's into an overseas market is a rare play by the company, marking a significant step in its international expansion.
The Greek business tycoon was the driving force behind the Bally's deal, and the football club's franchise is looking forward to working with Bally's on various exciting initiatives. Notably, Angus Gunn, a new signing for Nottingham Forest, was seen wearing a Bally's-sponsored shirt during a team preview.
Bally's CEO, Robeson Reeves, expressed excitement about the brand exposure on the EPL stage. The deal is a short-term one, lasting only until the 2025-2026 EPL season, when a ban on gambling-linked shirt sponsorships kicks in. However, during this period, Bally's aims to attract more fans to Nottingham Forest and engage with the growing fanbase within Nottinghamshire and around the world.
The deal is also expected to strengthen Forest's global partnerships, as Mariankis, the club's chairman, stated. The sponsorship deal between Bally's and Nottingham Forest is a significant step for both parties, marking a promising start to the 2022-2023 English Premier League season.
Bally's, by sponsoring Nottingham Forest, aims to expand its brand recognition in European leagues, particularly the Premier League, where sports betting and gaming are influential industries. With the prominent display of its logo on Nottingham Forest's shirts, Bally's expects to connect with UK consumers and strengthen its interactive division focused on Europe.
This strategic partnership is part of Bally’s broader international growth strategy, which includes developing Omnichannel presence in both land-based casinos and interactive gaming platforms, as well as expanding its lottery and gaming services in Europe.
