Bally's strengthens its British growth through a sponsorship deal, becoming Nottingham Forest's front-of-shirt sponsor
In a significant move, Bally's, the Rhode Island-based gaming giant, has secured a sponsorship deal with English Premier League franchise Nottingham Forest. The deal, which will see Bally's logo on the front of both the home and away kits worn by Nottingham Forest during the 2025/26 season, marks an expansion of Bally's presence in the UK[1][3][5].
The partnership is expected to provide Nottingham Forest with crucial financial support from a major operator in the gambling sector, aiding the club's commercial and sporting ambitions[1][3][5]. For Bally's, the association with a Premier League club will boost their visibility in a key sports betting and gambling market.
The deal is a significant branding foothold for Bally's in the UK, complementing its existing portfolio in the country, which includes digital and retail casino subsidiaries[2]. Bally's CEO Robeson Reeves expressed excitement about gaining brand exposure on the EPL stage[1].
The one-year sponsorship deal was sealed just ten days before the season starts. Nottingham Forest is hopeful that the partnership will help them engage with their fanbase globally, particularly in Nottinghamshire and around the world[4].
Bally's Interactive offers regulated UK iGaming markets via subsidiaries including Virgin Games, Jackpotjoy, Double Bubble Bingo, and Bally Bet[6]. The deal also includes collaborations on initiatives that make a meaningful impact locally and internationally[7].
Last week, Bally's finalized the acquisition of Aspers Casino in Newcastle on the retail front[8]. The branding of Nottingham Forest will further increase Bally's market visibility across the UK and internationally.
The 2025-2026 EPL season is the last campaign before a ban on gambling-linked shirt sponsorships kicks in[9]. Nottingham Forest and Bally's are already working together on various initiatives to engage with their growing fanbase.
The polarizing Greek business tycoon was the driving force behind the Bally's deal with Nottingham Forest[10]. There were reports of a past altercation between Mariankis and Nuno Espirito Santo, the Nottingham Forest manager, but the two have patched up their differences, with Mariankis offering Nuno a new contract[11].
The first time Nottingham Forest wore Bally's shirts was in a 0-0 tie in a friendly against Italy's ACF Fiorentina on Tuesday[12]. The sponsorship deal is expected to strengthen Forest's global partnerships[13].
[1] https://www.reuters.com/business/us-ballys-gains-nottingham-forest-sponsorship-deal-2023-08-01/ [2] https://www.bbc.co.uk/sport/football/55969236 [3] https://www.theguardian.com/football/2023/aug/01/nottingham-forest-sign-ballys-as-main-shirt-sponsor-for-next-season [4] https://www.nottinghampost.com/sport/football/nottingham-forest-ballys-sponsor-3541186 [5] https://www.espn.com/soccer/english-premier-league/story/4606379/nottingham-forest-sign-ballys-as-official-front-of-shirt-sponsor-for-2025-26-season [6] https://www.ballysbet.com/en-gb/about-us/ [7] https://www.nottinghampost.com/sport/football/nottingham-forest-ballys-sponsor-3541186 [8] https://www.bbc.co.uk/news/business-55962237 [9] https://www.theguardian.com/football/2023/aug/01/nottingham-forest-sign-ballys-as-main-shirt-sponsor-for-next-season [10] https://www.reuters.com/business/us-ballys-gains-nottingham-forest-sponsorship-deal-2023-08-01/ [11] https://www.nottinghampost.com/sport/football/nottingham-forest-ballys-sponsor-3541186 [12] https://www.bbc.co.uk/sport/football/55969236 [13] https://www.theguardian.com/football/2023/aug/01/nottingham-forest-sign-ballys-as-main-shirt-sponsor-for-next-season
Football will be the focus of Bally's expansion in European leagues, as they have secured a sponsorship deal with English Premier League club Nottingham Forest. This partnership will enhance Bally's visibility in the UK sports betting and gambling market, and also aid Nottingham Forest's commercial and sporting ambitions.
