Operator Bally's has officially announced becoming the main front jersey sponsor for the Premier League club Nottingham Forest for the 2025/26 season. The brand logo will not only debut on the front of the team's jerseys but will also appear prominently at Nottingham Forest's home ground—City Ground throughout the season.
This collaboration opportunity is due to Nottingham Forest's excellent performance in the 2024/25 season, where the team successfully qualified for the 2025/26 UEFA Europa League. As a sponsor, Bally's brand exposure will significantly increase both in the UK and across Europe.
However, the UK government has announced that starting from the 2026/27 season, the Premier League will ban gambling sponsorships on the front of jerseys, meaning Bally's will likely only serve as the club's main visual sponsor until the end of the 2025/26 season.
On August 17th, the Bally's logo will debut on the jerseys during Nottingham Forest's pre-season friendly against Fiorentina, followed by an official display at the home ground. Bally's CEO Robeson Reeves stated: "Partnering with Nottingham Forest, a club with a glorious history and passionate fans, is an ideal choice for our brand strategy. We are committed to providing an excellent entertainment experience for our users and look forward to this collaborative journey."
Additionally, Bally's International Interactive business has been acquired by European Intralot for 2.7 billion euros (approximately 3.13 billion USD). Reeves expressed that leveraging the Premier League platform will expand global influence and help the club attract more audiences.
Nottingham Forest owner Evangelos Marinakis welcomed Bally's joining and looks forward to both parties collaborating through exciting plans to connect more local and global fans and promote the continuous development of the club.
