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Nottingham Forest has announced a new front-of-shirt sponsorship deal with Bally’s, making the US gambling group the club’s primary kit partner for the 2025/26 season.
The agreement will see Bally’s logo featured on Forest’s first-team shirts and across advertising at the City Ground. The move puts Forest alongside West Ham in securing high-profile betting sponsors, with the Hammers recently unveiling a partnership with BoyleSports as part of a £100 million UK push.
Despite the looming Premier League ban on front-of-shirt gambling sponsorships, which takes effect after the upcoming season, clubs are still capitalizing on these deals while they can.
Bally’s Expands UK Footprint Through Premier League Exposure
Robeson Reeves, CEO of Bally’s Corporation, said the company is “excited to bring our global brand to the Premier League stage” and highlighted ambitions to reach wider audiences and engage in local and international initiatives.
Bally’s holds a UK Gambling Commission licence and recently added Newcastle’s Aspers Casino to its portfolio. It also runs several UK-facing brands, including Virgin Games, Jackpotjoy, and Double Bubble Bingo, acquired through its $2.7 billion purchase of Gamesys Group in 2021.
The group operates 19 casinos across 11 US states and runs Bally Bet, its online sportsbook and casino platform — reflecting a broader strategy to blend physical and digital gambling across two major markets.
Gambling Deals Shift as Ban Approaches
The Premier League’s self-imposed ban on front-of-shirt betting sponsors begins after the 2024/25 season, but clubs still have freedom to sell ad space on sleeves, training gear, and within stadiums.
Leeds United, newly promoted to the Premier League, recently confirmed Parimatch as its sleeve sponsor. These kinds of deals are expected to become more prominent as clubs pivot to retain gambling revenue.
Speaking on the iGaming Daily podcast, iGaming Expert journalist Christian Lee said gambling partnerships will adapt rather than disappear. “Even with the ban, brands will simply shift focus. Training kits, in particular, might even carry more value now with the volume of social media content clubs push during the week.”
European Contradictions and the Challenge for Regulators
While the Premier League’s move aims to reduce the visibility of gambling sponsorships in English football, the broader European landscape tells a different story.
According to The Guardian, around two-thirds of clubs across 31 top European leagues have gambling sponsors. Many of these teams will continue to display those logos when playing English clubs in UEFA competitions.
UEFA itself has embraced the sector, naming bet365 and Betano as official partners for the Champions League, Europa League, and Conference League.
“The ban lacks bite,” said Kieran O’Connor of Insider Sport. “If clubs from countries without restrictions bring gambling sponsors into English stadiums, the effort to shield fans from betting ads becomes largely symbolic.”
The Forest-Bally’s deal may be short-lived, but it reflects a final surge of gambling brands securing Premier League exposure before the rules change — or at least shift.
