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English top-flight soccer club Nottingham Forest have named US-based casino-entertainment company Bally’s Corporation as their new front-of-shirt sponsor for the 2025/26 season.
Contract:
- Bally’s logo will feature on the men’s first team shirts and across the City Ground
- Club says partnership was driven by owner Evangelos Marinakis
Context:
Bally’s takes over from Asian betting firm Kaiyun Sports, which had been Forest’s main shirt sponsor for the past two seasons. The upcoming campaign will be the last before the the ban on betting sponsorship from the front of Premier League matchday shirts kicks in.
Last season, 11 Premier League clubs had front-of-shirt deals in place with a gambling brand, compared to eight for 2023/24. Forest’s agreement with Bally’s now means 11 teams will again start the campaign with a betting company as their main shirt sponsor.
Bally’s is probably best known in sports sponsorship circles as the former naming rights partner of Sinclair Broadcast Group’s portfolio of regional sports networks (RSNs), which were housed under Diamond Sports Group (DSG). Bally’s was then replaced by FanDuel, another US-based gambling company, after DSG’s restructure and emergence from bankruptcy protection in early 2025.
While Forest’s previous shirt sponsor Kaiyun had limited operations outside of Asia, Bally’s does have an active UK Gambling Commission licence and owns various casino and betting sites that are accessible in the country. The company says it has 20 casino and resort destinations across the US and UK, as well as 750,000 online monthly active users.
Bally’s decision to team up with Forest is a rare instance of a US gambling firm appearing on the kit of a Premier League team and will support the company’s expansion efforts in the UK, which have included the acquisition and rebranding of Aspers Casino in Newcastle.
Comment:
“I would like to welcome Bally’s Corporation to the Forest family,” said Marinakis. “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.”
Robeson Reeves, chief executive of Bally’s Corporation, added: “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. On behalf of everyone at Bally’s, we wish the Reds every success for the season ahead.”
Coming next:
Forest continue their preseason preparations with a friendly against Saudi Pro League (SPL) side Al Qadsiah on 9th August.
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