Bally’s has been named as the front-of-shirt sponsor of Premier League outfit Nottingham Forest for the 2025-26 season.
The operator will take the premium spot on the Midlands club’s shirt for the final season where gambling sponsors are allowed to feature on the front of Premier League shirts.
Bally’s has not stated if the deal will extend beyond the end of the 2025-26 season.
From the 2026-27 season, Premier League sides can retain gambling companies as both sleeve sponsors and LED perimeter partners.
The Bally’s branded shirt will be debuted in Nottingham Forest’s pre-season game against Italian side Fiorentina today, 5 August.
The shirt will also feature across parts of Europe during the season, with Forest set to compete in the Europa League at the time of writing.
Bally’s has also been afforded advertising opportunities within the City Ground, as well as across digital and social platforms, via the deal.
The Rhode Island-based operator replaces Asia-facing Kaiyun Sports as the team’s front-of-shirt sponsor.
Kaiyun had served as Nottingham Forest’s principal partner since the start of the 2023-24 campaign.
It operated in the UK via a white-label deal with TGP Europe, the Isle of Man-based entity that pulled out of the UK earlier this year.
TGP Europe’s exit meant that several brands were left in limbo, with football clubs still advertising unlicensed brands having been contacted by the Gambling Commission.
Bally’s runs the eponymous Bally Casino brand in the UK, alongside Jackpotjoy and Double Bubble Bingo.
The company operates several white-label brands too, including Monopoly Casino, Virgin Games and Rainbow Riches Casino.
Robeson Reeves, Bally’s CEO, 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.”
Evangelos Marinakis, Nottingham Forest owner, added: “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.”
The post Bally’s nets Nottingham Forest front-of-shirt sponsorship first appeared on EGR Intel.
Jackpotjoy parent company pens partnership with Premier League side to take advantage of final year of front-of-shirt gambling deals in the division
The post Bally’s nets Nottingham Forest front-of-shirt sponsorship first appeared on EGR Intel.