Nottingham Forest Secures Bally Bet as Primary Sponsor for Their Jerseys
In an exciting development, Bally Bet has secured a front-of-shirt sponsorship deal with Nottingham Forest FC for the upcoming 2025/26 Premier League season. This significant partnership marks Bally’s expansion into the UK market and offers the gaming giant prominent exposure in the English football scene.
The deal, which was finalized shortly before the season start, will see Nottingham Forest wear Bally’s branding on their shirts throughout the season. This is particularly notable as it is the last EPL campaign allowing gambling-related shirt sponsorship before a ban takes effect in the 2026/27 season.
Key details about the deal include:
- Duration: The sponsorship is confirmed for the 2025/26 season only, with no public information about extension beyond that.
- Brand exposure: Bally’s CEO Robeson Reeves emphasized the value of EPL visibility and the opportunity to work with Forest on impactful initiatives locally and internationally.
- Timing: The first appearance of the Bally’s-branded shirt will be seen in a friendly against ACF Fiorentina.
- Ownership role: Evangelos Marinakis, Nottingham Forest’s owner, reportedly played a pivotal role in securing the partnership, viewing it as a way to boost the club’s global partnerships.
This sponsorship is part of Bally’s broader UK expansion effort, incorporating both digital and retail casino businesses. By leveraging one of England’s historic football clubs, Bally aims to cement its brand presence ahead of regulatory changes effectively ending such gambling sponsorships on shirts from the following season.
Nottingham Forest, currently in their fourth consecutive season in England's top flight, will benefit from Bally’s exposure at their stadium, The City Ground in Nottingham. The agreement is expected to resonate with Forest fans across the globe.
Marinakas, the Forest owner, looks forward to working with Bally on various exciting initiatives to engage with the growing fanbase. He considers the partnership as an important part of Nottingham Forest's journey to achieve incredible things and strengthen global partnerships.
Reeves, CEO of Bally’s Corporation, also expressed excitement about the partnership. He believes that partnering with Nottingham Forest, an iconic club with a proud history and passionate fanbase, is a natural fit for Bally. Bally aims to deliver engaging experiences to bettors and football fans alike through this sponsorship.
The partnership is expected to be mutually beneficial, with Bally Bet set to benefit from the prominent exposure at Nottingham Forest's stadium and digital channels. Bally Bet, an online sports betting and casino gaming operator, announced this new gambling sponsorship with Nottingham Forest Football Club, a professional football club based in West Bridgford, Nottinghamshire, England.
- Bally Bet's sports-betting branding will be prominently displayed on Nottingham Forest's shirts during the upcoming 2025/26 Premier League season, as part of the gaming giant's expansion into the UK market.
- The partnership between Bally Bet and Nottingham Forest, an iconic football club with a passionate fanbase, aims to engage both sports bettors and football fans, delivering exciting initiatives locally and internationally.
- As the last European Premier League season allowing gambling-related shirt sponsorships before a ban takes effect in the 2026/27 season, this partnership will help Bally Bet cement its brand presence ahead of regulatory changes, leveraging one of England's historic football clubs.
