Forest Secures Bally as Shirt Sponsor Prior to Ban Announcement
Nottingham Forest and Bally's Corporation Announce Final Gambling Sponsorship Partnership before Ban
In a strategic move that benefits both parties, Nottingham Forest and Bally's Corporation have signed a new front-of-shirt sponsorship deal. This partnership, which will operate during the 2025-26 season, marks the last opportunity for such partnerships to be displayed before a ban on such partnerships takes effect from the 2026/2027 season [2][3].
The partnership aims to help Nottingham Forest engage with its growing fanbase both in Nottinghamshire and around the world. Bally's Corporation, with this opportunity, is using this moment to boost its UK footprint [6].
Nottingham Forest's owner, Evangelos Marinakis, is looking forward to working with Bally's on these initiatives. He commented that strengthening global partnerships is an important part of their journey [7].
The ban on sports teams and gambling companies partnerships will come into effect from the 2026/2027 season, marking a shift to reduce gambling advertising's visibility on kits starting from that season [2]. This move is part of regulatory and social responsibility efforts within football governance [2][3][4].
Prior to the ban, English football governing bodies have introduced a Gambling Sponsorship Code of Conduct in 2024, emphasizing responsible relationships and social responsibility tied to gambling sponsorship income [1][4].
The partnership between Nottingham Forest and Bally's Corporation will involve working on various initiatives to engage with the fanbase. Nottingham Forest aims to raise funds to further strengthen its operations with this partnership [5].
However, the partnership has caused some criticism due to the impending gambling ban. Despite this, the partnership is focused on engaging with the fanbase and creating new opportunities between fans and the team [4].
With 11 of the 20 Premier League clubs continuing to have front-of-shirt gambling sponsors despite the imminent ban coming into effect after this season [3], Nottingham Forest and Bally's Corporation's partnership highlights the last of these kinds before the ban takes place.
Bally's Corporation is a suitable partner for Nottingham Forest to achieve new opportunities between fans and the team, making this partnership beneficial for both parties.
References:
- The Guardian
- BBC Sport
- Sky Sports
- ESPN
- Nottingham Post
- The Telegraph
- Nottingham Forest Official Website
- The sportsbook industry, with Bally's Corporation as a representative, is leveraging this final opportunity to boost its business in the UK by partnering with football clubs like Nottingham Forest.
- This partnership between Nottingham Forest and Bally's Corporation, set to operate in the 2025-26 season, is the last of its kind in European-leagues to be displayed before the ban on gambling sponsorships takes effect.
- For Nottingham Forest, this partnership with Bally's Corporation will not only help engage with its growing fanbase but also raise funds to further strengthen its operations.
- In the face of the approaching ban on gambling sponsorships, Nottingham Forest's partnership with Bally's Corporation in finance and technology (fintech) sectors signifies an effort to create new opportunities and connections before the new regulations come into effect.
