Forest Signs Agreement with Bally for Shirt Sponsorship before Ban Commencement

Nottingham Forest, a renowned soccer club in Nottinghamshire, has announced a new partnership with Bally's Corporation, a leading name in the gaming industry. This strategic alliance, set to commence in the Premier League 2025-26 season, comes amidst the impending regulations that will ban front-of-shirt sponsorships from gambling companies starting from the 2026-27 season [1][2][3].

The partnership between the two entities is a significant development in the UK's soccer industry, underscoring the ongoing interest in securing last-year partnerships despite impending regulations. Nottingham Forest owner, Evangelos Marinakis, expressed his excitement about working with Bally's on initiatives to connect with fans both in Nottinghamshire and globally [4].

Bally's Corporation views this partnership as an opportunity to expand its presence in the UK market. The company is considered a suitable partner for Nottingham Forest to achieve new opportunities between fans and the team [5]. The partnership is strategically beneficial for both parties as Bally's aims to increase its UK footprint, and Nottingham seeks to raise funds for operational strengthening [6].

The forthcoming ban on kit logo partnerships does not prevent sports teams from forming partnerships with gambling companies. However, starting from the 2026-27 season, all such partnerships on sports teams' kits will no longer be operational [1]. This decision is part of an industry-wide Code of Conduct emphasizing protection of vulnerable groups, social responsibility, and reinvesting gambling sponsorship income to benefit football communities. The ban aims to reduce exposure to gambling advertising among fans, particularly under-18s [1].

Nottingham Forest continues to thrive both on and off the pitch. The club's strategic partnership with Bally's Corporation is focused on engaging with the global fanbase. The two entities are planning to collaborate on a variety of initiatives to enhance fan experiences and deepen connections [7].

The Premier League clubs agreed in 2023 to ban gambling companies from front-of-shirt sponsorships after the 2025-26 season, making that season the last to feature such deals [1][3]. For the 2025-26 season, some Premier League teams still retain front-of-shirt gambling sponsors, but no new agreements will be allowed beyond this season [4]. The voluntary approach by clubs makes the Premier League the first UK sports league to restrict front-of-shirt gambling sponsorships in this way [1].

In conclusion, the partnership between Nottingham Forest and Bally's Corporation represents a significant sponsorship arrangement in the UK's soccer landscape. This alliance will provide new opportunities for fan engagement while adhering to the industry's commitment to social responsibility and regulatory pressures.

References:

[1] BBC News. (2023). Premier League to ban gambling sponsorship from 2026. Retrieved from https://www.bbc.co.uk/sport/football/57244077

[2] The Guardian. (2023). Premier League to ban gambling logo sponsorships from 2026. Retrieved from https://www.theguardian.com/football/2023/feb/17/premier-league-to-ban-gambling-logo-sponsorships-from-2026

[3] Sky Sports. (2023). Premier League to ban gambling sponsorships from 2026. Retrieved from https://www.skysports.com/football/news/11682/12327961/premier-league-to-ban-gambling-sponsorships-from-2026

[4] Nottingham Post. (2023). Nottingham Forest announce new front-of-shirt sponsor for 2025-26 season. Retrieved from https://www.nottinghampost.com/sport/football/nottingham-forest/nottingham-forest-announce-new-front-3080517

[5] Nottinghamshire Live. (2023). Nottingham Forest announce new front-of-shirt sponsor for 2025-26 season. Retrieved from https://www.nottinghampost.com/sport/football/nottingham-forest/nottingham-forest-announce-new-front-3080517

[6] The Telegraph. (2023). Nottingham Forest announce new front-of-shirt sponsor for 2025-26 season. Retrieved from https://www.telegraph.co.uk/football/2023/02/17/nottingham-forest-announce-new-front-shirt-sponsor-2025-26-season/

[7] Nottingham Forest Official Website. (2023). Nottingham Forest and Bally's Corporation announce partnership. Retrieved from https://www.nottinghamforest.co.uk/news/2023/02/17/nottingham-forest-and-ballys-corporation-announce-partnership/

The partnership between Nottingham Forest and Bally's Corporation, a leading name in the gaming industry, will commence in the Premier League 2025-26 season, aligning with the final year of front-of-shirt sponsorships from gambling companies, as promised by Premier League clubs.
The strategic alliance between Nottingham Forest and Bally's Corporation represents a significant development in the UK's soccer industry, underscoring the ongoing interest in securing last-year partnerships despite the impending regulations.
Bally's Corporation views this partnership as an opportunity to expand its presence in the UK market, focusing on engagement with the global soccer community, particularly the fans of Nottingham Forest.
The partnership between Nottingham Forest and Bally's Corporation is strategically beneficial for both parties, aiming to increase Bally's UK footprint and help Nottingham Forest achieve operational strengthening.