August 6 – Nottingham Forest have signed a front-of-shirt sponsorship deal with casinos and resorts entertainment brand Bally’s, starting with the new season.
The initial deal is for one year. Premier League clubs have voluntarily agreed to remove gambling brand sponsorship from their shirt fronts by the end of the 2025-26 season.
Replacing Boxt, the new Bally’s branding made its debut against Fiorentina last night as the club prepare for their Premier League opener versus Brentford on Sunday August 15.
Forest are guaranteed a place in the Europa conference league after finishing 7th last season in the Premier League – though as it stands they will join the Europa League in the place of Crystal Palace, though Palace are appealing the UEFA decision that saw them dropped to the Conference League due to a breach of multi-club ownership rules.
No value was given for the Bally’s sponsorship, though it is likely the biggest in the club’s history and estimated at about £12 million for the season.
Bally’s is a newly merged company – recently acquired for €2.7billion by lottery and gaming giame Intralot – and is actively pushing to grow under new investment, making its first move on the Premier League.
Robeson Reeves, chief executive of Bally’s Corporation, said: “Bally’s has always been dedicated to delivering exceptional entertainment, from our renowned resort destinations to our popular gaming platforms.
“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, introduce new audiences to the club, and collaborate on initiatives that make a meaningful impact both locally and internationally. On behalf of everyone at Bally’s, we wish the Reds every success for the season ahead.”
Nottingham Forest owner Evangelos Marinakis, who was hands-on in the dealmaking, 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.
“As our Club continues to thrive both on and off the pitch, we’re looking forward to working with Bally’s on a number of exciting initiatives, helping us to engage with our growing fanbase within Nottinghamshire and around the world.”
Contact the writer of this story, Harry Ewing, at moc.l1754486963labto1754486963ofdlr1754486963owedi1754486963sni@g1754486963niwe.1754486963yrrah1754486963