Bally’s Confirmed as Nottingham Forest Sponsor for Next Season

Nottingham Forest Football Club has officially announced Bally’s as its front-of-shirt sponsor for the 2025/26 Premier League season. This partnership marks a one-year deal that will also see Bally’s branding prominently displayed throughout the club’s home ground, the City Ground.

The sponsorship agreement comes at a time when Nottingham Forest is enjoying renewed success, having qualified for the Europa League following the 2024/25 campaign. This European qualification enhances Bally’s exposure not only across the UK but also across the broader European football market.

Bally’s branding will make its debut on Nottingham Forest’s shirts today, coinciding with the club’s pre-season friendly against AFC Fiorentina. Stadium signage featuring Bally’s logo will be visible at the City Ground starting 17 August 2025.

However, this sponsorship deal is set against the backdrop of upcoming regulatory changes. The UK Government has introduced a ban on front-of-shirt gambling sponsorships in the Premier League, effective from the 2026/27 season. As a result, Bally’s is expected to hold the club’s front-of-shirt sponsorship for this single season only.

Bally’s Corporation CEO Robeson Reeves expressed optimism about the partnership, highlighting the synergy between the global gaming operator and Nottingham Forest’s rich history and fanbase. “Partnering with Nottingham Forest, an iconic club with a proud history and passionate fanbase, is a natural fit for us,” Reeves said. He also pointed to Bally’s recent corporate developments, noting the acquisition of its international interactive business by European operator Intralot in a €2.7 billion deal.

Partnering with Nottingham Forest, an iconic club with a proud history and passionate fanbase, is a natural fit for us. We’re excited to bring our global brand to the Premier League stage and collaborate on initiatives that make a meaningful impact locally and internationally.

Conclusion

Forest owner Evangelos Marinakis welcomed Bally’s to the club’s “family,” emphasizing the importance of global partnerships in the club’s ongoing growth. Marinakis described the partnership as an opportunity to engage with a growing fanbase both locally and internationally, aligning with the club’s ambition to continue its upward trajectory on and off the pitch.

This sponsorship deal places Bally’s in a visible position within English top-flight football during a pivotal season for Nottingham Forest, while also highlighting the changing regulatory environment affecting gambling-related branding in sports sponsorship.