Nottingham Forest has announced a partnership with Bally’s Corporation, set to run during the 2025/26 campaign. The agreement arrives just ahead of the Premier League’s ban on front-of-shirt gambling sponsorships, making it one of the final deals of its type in the competition. As part of the arrangement, the Bally’s logo will be displayed on Nottingham Forest’s men’s first team shirts and across signage at the City Ground.
Significant collaboration
This collaboration is significant for both parties. Bally’s Corporation, which operates over 20 casinos and resorts across the US and UK, will use the partnership to reach a global fanbase, connecting with supporters in Nottinghamshire and beyond. The timing coincides with Forest’s fourth straight year in the Premier League and a return to European competition for the first time in thirty years.
It comes amid evolving attitudes and regulations around gambling sponsorships, as clubs prepare for the 2026/27 ban on such branding on shirt fronts—though sleeve and stadium advertisements remain permitted.
Legacy contnues
Nottingham Forest has previously partnered with several gambling brands, having had Victor Chandler as a sponsor in the early 2000s, and more recently BetBright and Betway in varying capacities. The new deal marks their first Premier League front-of-shirt gambling sponsor, while for Bally’s Corporation, the move supports its growing UK presence.
Bally’s recently acquired Aspers Casino in Newcastle and expanded its Monopoly gaming licence operations. The brand’s digital offerings, including Bally Bet, Virgin Games, and Jackpotjoy, also figure prominently in the UK’s iGaming landscape.
Nottingham Forest’s owner, Evangelos Marinakis, said:
We are on a special journey – we are determined to keep achieving incredible things and strengthening our global partnerships is an important part of this.
Robeson Reeves, CEO of Bally’s, remarked:
Bally’s has always been dedicated to delivering exceptional entertainment, from our renowned resort destinations to our popular gaming platforms.
