Bally’s Nottingham Forest partnership is set to put the gaming giant front and centre of Premier League football this season. The company has signed on as the club’s shirt sponsor for the 2025/26 campaign. Fans will see the new kit in action during Forest’s pre-season friendly against Fiorentina.
The deal makes Bally’s the front-of-shirt sponsor for Nottingham Forest during the 2025/26 Premier League season. This is the club’s fourth consecutive year in the top flight. The agreement is designed to boost Bally’s profile across Europe.
Forest’s qualification for European competition for the first time in 30 years adds international exposure. Bally’s branding will reach a broader audience through televised matches. The partnership aims to maximise brand recognition in key markets.
Bally’s logo will feature on all men’s first team shirts from today’s Fiorentina match. The brand will also be visible across The City Ground starting 17 August. Stadium signage will ensure strong presence for home and visiting fans.
The partnership aligns with Bally’s recent push in the UK market. This includes acquiring Aspers Casino Newcastle and securing the Monopoly licence in multiple markets. These moves strengthen its position in online gaming and land-based operations.
Bally’s UK portfolio includes Virgin Games, Jackpotjoy and Double Bubble Bingo. These brands offer online slots, casino, bingo, free games and sports betting. The Nottingham Forest sponsorship complements these offerings by increasing mainstream visibility.
The agreement is part of Bally’s wider European and North American growth strategy. It follows the €2.7 billion acquisition of Bally’s Interactive by Intralot. Bally’s maintains a significant economic interest in the enlarged entity.
Robeson Reeves, CEO of Bally’s Corporation, said: “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.”
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