Bally’s secures Nottingham Forest front-of-shirt sponsorship for 2025–26 season

Bally’s Corporation has entered a front-of-shirt sponsorship agreement with English Premier League club Nottingham Forest for the 2025–26 season. The announcement comes 12 days ahead of Forest’s league opener against Brentford at The City Ground.

The agreement will place Bally’s logo on the men’s first-team shirts and throughout Forest’s stadium. The club’s kits were launched in July without a primary sponsor, and the new deal fills the vacancy left by Kaiyun Sports, whose two-year agreement concluded at the end of the 2024–25 season.

Expansion in the UK and Europe

The partnership is part of Bally’s broader expansion in Europe, following its acquisition of Aspers Casino in Newcastle and a multi-year deal to operate the Monopoly license in markets including the UK, Spain, Canada, and the US. In the UK, Bally’s also operates digital platforms such as Virgin Games, Jackpotjoy, and Double Bubble Bingo.

“This partnership provides Bally’s with additional profile for the brand across Europe,” the company said in a statement, noting Forest’s qualification for its first European competition in three decades. The club, currently in its fourth consecutive season in the Premier League, debuted the new sponsor in a pre-season fixture against ACF Fiorentina.

Separately, Bally’s recently disclosed the €2.7 billion (US$3.1 billion) acquisition of Bally’s Interactive by Intralot, a company in which Bally’s holds a significant economic interest. As part of that transaction, Bally’s CEO Robeson Reeves is set to lead the merged entity.

“Bally’s has always been dedicated to delivering exceptional entertainment, from our renowned resort destinations to our popular gaming platforms,” said Reeves. “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.”

A deal amid industry changes

Headquartered in Providence, Rhode Island, Bally’s was founded in 2004 as BLB Investors and began by acquiring Wembley PLC, a British racetrack operator. The company has grown into a multinational gambling and interactive entertainment business with 20 casino and resort properties in the US and UK.

Forest’s owner, Evangelos Marinakis, played a role in initiating the agreement through connections in Greece. “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,” he said.

“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 agreement comes as Premier League clubs prepare for a self-imposed ban on front-of-shirt gambling sponsorships, effective from the 2026–27 season. The rule will not prohibit sleeve sponsorships or LED pitchside advertising. Clubs were given a three-year transition period to adjust, and gambling logos are not to be included on children’s replica kits.