Bally’s Corporation has secured a front-of-shirt sponsorship deal with Premier League club Nottingham Forest for the 2025–26 season. The move comes just ahead of the team’s season opener against Brentford. This deal fills the spot previously held by Kaiyun Sports, whose contract ended in May 2025.
The Bally’s logo will feature prominently on Forest’s men’s first-team kits and throughout the stadium. The club’s new kits, which were launched without a primary sponsor, now feature Bally’s branding, marking a new chapter for the team and sponsor.
This partnership is part of Bally’s larger strategy to expand its presence across Europe. In addition to operating several UK-based digital gaming platforms, Bally’s has made strategic acquisitions, including Newcastle’s Aspers Casino and a deal to manage the Monopoly brand in multiple global markets, including Spain, the US, and Canada.
Bally’s aims to leverage the visibility of the Premier League, particularly with Forest qualifying for European competition for the first time in 30 years. The deal also positions Bally’s as a key player in the UK and European markets, aligning the brand with one of football’s most storied clubs.
The sponsorship agreement also comes amid significant developments for Bally’s, including its €2.7 billion acquisition of Bally’s Interactive by Intralot, a move expected to further increase its footprint in the gaming and entertainment sectors.
This deal holds particular significance as Premier League clubs face new regulations regarding gambling sponsorships. Starting in the 2026–27 season, front-of-shirt sponsorships from gambling companies will be banned, though clubs will still be able to display these brands on sleeves and in other advertising formats. This transition period allows clubs to adjust ahead of the upcoming rule change.
