Bally’s Signs Sponsorship Deal With Nottingham Forest

Bally’s Corporation, a prominent operator in the gaming and entertainment industry, has been officially announced as the new front-of-shirt sponsor for Nottingham Forest Football Club for the upcoming 2025/26 Premier League season. The agreement will see Bally’s logo prominently featured on the club’s first-team kits, and across the City Ground, the club’s home stadium, throughout the entire season.

The partnership, while set to span only one season, comes at a critical juncture for both parties. For Nottingham Forest, it represents a significant commercial endorsement following the club’s recent success on the pitch. For Bally’s, the deal offers an opportunity for strategic brand visibility in one of the world’s most-watched football leagues, just ahead of the UK Government's incoming regulatory ban on front-of-shirt gambling sponsors in the Premier League.

A short-term deal with long-term ambitions

Under the terms of the agreement, Bally’s sponsorship is limited to the 2025/26 season. This limitation is the result of regulatory developments within the UK. In 2023, the Premier League and the UK Government jointly confirmed that clubs would voluntarily withdraw from front-of-shirt gambling sponsorships by the 2026/27 season. As such, Bally’s partnership with Nottingham Forest is expected to be the last of its kind before the new rules take full effect.

Despite the short duration, the sponsorship is being framed by both parties as an impactful and meaningful collaboration. Bally’s branding will debut during Nottingham Forest’s pre-season friendly against AFC Fiorentina and will remain visible throughout domestic league play and European competitions.

Nottingham Forest’s rising profile in domestic and European football

The timing of this sponsorship deal is noteworthy. Nottingham Forest, historically one of England’s most storied clubs, experienced a strong 2024/25 campaign, culminating in qualification for the UEFA Europa League. This continental participation offers Bally’s a broader platform for exposure beyond the UK, placing its brand in front of football audiences across Europe.

This international dimension is particularly valuable for Bally’s as it seeks to strengthen its footprint beyond North America. The partnership also signals Forest’s ambitions to build upon its recent sporting success with enhanced commercial strategies and global partnerships.

Bally’s strengthens global presence in sports and entertainment

Bally’s Corporation, headquartered in the United States, has steadily diversified its portfolio across gaming, sports, and interactive entertainment. The sponsorship deal with Nottingham Forest forms part of the operator’s ongoing efforts to associate its brand with globally recognized sports institutions.

Speaking about the sponsorship, Robeson Reeves, CEO of Bally’s Corporation, stated:

“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.”

This statement reflects Bally’s strategic intent to engage with broader audiences through sport, and to position itself within a market that is increasingly interlinked with digital entertainment and regulated betting frameworks.

Owner Evangelos Marinakis underscores club’s commercial growth

Nottingham Forest owner Evangelos Marinakis also commented on the sponsorship, expressing optimism about the potential of the new partnership to bolster the club’s outreach and engagement:

“I would like to welcome Bally’s Corporation to the Forest family. 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.”

This endorsement highlights how the sponsorship reflects Forest’s broader strategy of enhancing its commercial appeal and reinforcing its international presence, particularly at a time when the club is re-establishing itself among Europe’s competitive elite.

Impact of Premier League’s upcoming sponsorship ban

This agreement comes at a pivotal moment, coinciding with the Premier League’s evolving stance on gambling-related sponsorships. In April 2023, the Premier League announced that clubs would voluntarily end their practice of featuring gambling firms on the front of matchday shirts by the 2026/27 season. This move followed sustained scrutiny from public health advocates, lawmakers, and campaign groups concerned about the influence of gambling marketing, particularly on younger audiences.

While sleeve and stadium sponsorships may continue, front-of-shirt partnerships will be discontinued. Bally’s deal with Nottingham Forest is thus one of the last of its kind, offering a final window of opportunity for gambling companies to benefit from the visibility associated with shirt sponsorships in English top-flight football.

From a legal perspective, this deal remains compliant with current advertising and sponsorship regulations. However, it underscores the rapidly evolving landscape in which operators like Bally’s must navigate a complex balance of market opportunity and regulatory compliance.

Bally’s to be acquired by Intralot in multi-billion euro deal

Adding further context to the sponsorship announcement is Bally’s recent corporate development. Last month, Bally’s confirmed that its international interactive business is poised to be acquired by European-based gaming firm Intralot in a deal valued at €2.7 billion (approximately $3.13 billion).

Although this transaction is still subject to regulatory approval and closing conditions, it could have far-reaching implications for Bally’s operations, including its branding and international marketing strategy. The Nottingham Forest partnership may serve as a strategic asset in this transition, offering brand continuity and market exposure during the period of corporate realignment.

Strategic branding across Nottingham Forest’s City Ground

In addition to appearing on the team’s matchday kits, Bally’s branding will be prominently displayed across Nottingham Forest’s home stadium, the City Ground. From pitch-side advertising boards to hospitality areas, the partnership ensures the gaming operator will maintain a high-visibility presence across all home fixtures.

This multi-platform approach maximizes Bally’s return on investment while allowing Nottingham Forest to deliver a premium sponsorship package tailored to a short-term engagement. Additionally, the visibility of Bally’s branding during televised Europa League matches will serve to further reinforce its brand equity across international markets.

A measured approach to public and legal sensitivities

Given the sensitive nature of gambling-related advertising and its regulation within the UK and the European Union, both Bally’s and Nottingham Forest have structured their messaging with careful consideration to public and legal concerns.

At no point has the sponsorship been marketed in a manner targeting underage or vulnerable individuals. Furthermore, both parties have emphasized the community impact and global outreach potential of the partnership, shifting the narrative from a pure commercial deal to a values-based collaboration.

This strategic communication helps mitigate reputational risk, particularly in the context of increasing legal and political scrutiny of gambling sponsorships in sport.

Conclusion

The agreement between Bally’s Corporation and Nottingham Forest for the 2025/26 season marks a notable collaboration at a pivotal time for both the football club and the gambling industry. As one of the final front-of-shirt sponsorship deals permitted under existing Premier League regulations, the partnership stands as both a strategic branding opportunity for Bally’s and a testament to Nottingham Forest’s growing commercial and sporting stature.

While the deal is limited in duration, its impact may extend far beyond a single season. It reflects the broader trends in sport, where global exposure, regulatory considerations, and corporate alignment intersect. Bally’s gains a foothold in European football, while Nottingham Forest continues to strengthen its international profile ahead of future regulatory changes.

The measured approach taken by both parties—balancing visibility with responsibility—underscores a growing awareness of legal, public, and reputational factors in modern sponsorships. In this evolving landscape, the Bally’s-Nottingham Forest partnership may well serve as a benchmark for how short-term sports sponsorships can be executed effectively, ethically, and strategically.

FAQs

What is the duration of the Bally’s sponsorship with Nottingham Forest?
The partnership covers the 2025/26 football season only, in line with upcoming UK regulations.

Why will the sponsorship only last one season?
The Premier League has agreed to end front-of-shirt gambling sponsorships by the 2026/27 season. Bally’s deal concludes before that regulation takes effect.

What competitions will feature the Bally’s logo on Nottingham Forest’s kit?
The logo will be visible during Premier League matches, domestic cup competitions, and UEFA Europa League fixtures in 2025/26.

When will Bally’s branding first appear?
The sponsorship will debut during Nottingham Forest’s pre-season match against AFC Fiorentina and will be displayed at the City Ground from 17 August 2025.

Is the sponsorship deal legally compliant?
Yes, the deal adheres to all current UK advertising and sports sponsorship regulations.

How does this partnership benefit Bally’s?
The sponsorship offers high-profile brand visibility in one of the most viewed sports leagues globally, enhancing Bally’s international recognition.

What does Nottingham Forest gain from the deal?
The club secures financial backing and strategic collaboration at a time of growing commercial success and European participation.

Will Bally’s be involved in community projects?
While specific initiatives have not been detailed, both Bally’s and Nottingham Forest have signaled intent to work on socially impactful collaborations.

What happens to the sponsorship if Bally’s is acquired by Intralot?
The current deal is expected to proceed as agreed, though any rebranding or operational changes post-acquisition would depend on the new ownership’s strategy.

What are the implications of the Premier League’s gambling sponsorship ban?
From 2026/27, Premier League clubs will no longer feature gambling companies as front-of-shirt sponsors. Other sponsorship placements may still be permitted.