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Nottingham Forest will kick off the 2025–26 Premier League season with a new name across their shirts — Bally’s Corporation. The club confirmed the sponsorship just less than two weeks before their league opener at The City Ground against Brentford.
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Forest’s kits were unveiled in July without a main sponsor, leaving fans wondering who would step in. Bally’s, a US-based gambling and entertainment company, now takes the spot, with the partnership making its debut during a pre-season match against ACF Fiorentina.
The agreement not only gives Bally’s visibility on shirts but also across The City Ground through branding placements. Forest’s recent qualification for European competition for the first time in 30 years adds even more exposure for the sponsor.
The sponsorship is part of a broader strategy for Bally’s to grow in the UK and European markets. Recently, the company:
Bally’s CEO Robeson Reeves called the partnership a natural fit:
“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.”
Forest owner Evangelos Marinakis played a key role in securing the deal through his business connections in Greece. He sees the agreement as another step in the club’s growth:
“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.”
The timing of the deal comes just ahead of the Premier League’s self-imposed ban on front-of-shirt gambling sponsorships, which will start in the 2026–27 season. The restriction will still allow sleeve sponsorships and LED pitchside advertising. Gambling logos will also remain prohibited on children’s replica kits.
The sponsorship starts with the 2025–26 season, debuting during pre-season fixtures.
Kaiyun Sports’ two-year deal ended after the 2024–25 season, leaving the space vacant until Bally’s stepped in.
It aligns with Bally’s goal of expanding brand recognition in the UK and Europe through sports partnerships and acquisitions.
Bally’s Corporation’s front-of-shirt sponsorship with Nottingham Forest is more than just a logo swap. It’s a strategic move for both the club and the brand — giving Forest a new global partner ahead of a season that includes European football, and providing Bally’s with visibility in one of the most-watched leagues in the world. The deal comes with a ticking clock, as Premier League gambling sponsorships face an approaching front-of-shirt ban in 2026.