Adam Roarty is a journalist covering sports betting, regulation, and industry innovation for CasinoBeats. His coverage includes tax increases in the UK, covering breaking stories in the ever-evolving landscape of US betting such as the...
Read Full BioBally’s Corporation has announced that it has agreed a deal with Premier League side Nottingham Forest Football Club to appear on the front of the club’s shirts this season.
The deal will be for one season only as the Premier League has agreed to a ban on front-of-shirt gambling sponsors starting with the 2026-27 season.
In a press release, Robeson Reeves, Chief Executive of Bally’s Corporation, commented: “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.”
Bally’s Targets Further Expansion in UK and Europe
The company noted that the sponsorship deal “follows Bally’s continued expansion in the UK market, including its acquisition of Aspers Casino in Newcastle and its recent multi-year partnership to operate the Monopoly licence across multiple markets that already include the UK, Spain, Canada and the US.”
The company already has a presence in the UK gaming market, with its portfolio including Virgin Games, Jackpotjoy, and Double Bubble Bingo. Bally’s International Interactive segment reported $191.7 million in revenue in Q1 this year, a decline of 18.3% year-over-year due to the divestiture of Asian operations. However, revenue in the United Kingdom grew 4.9% during that period.
While also targeting international expansion, the company hopes to raise $250 million this month, tied to its $1.7 billion integrated casino resort project in Chicago.
Bally’s Q2 earnings report was expected to be released last week, but the company has yet to make an announcement. The Q2 report for last year was released on July 31.
Nottingham Forest Collect Betting Sponsors Despite Impending Ban
Despite Premier League clubs voting in favor of a ban on betting sponsors appearing on the front-of-shirts, Bally’s becomes the third gambling company to partner with Nottingham Forest in the last year.
Betway became the club’s official betting partner in August of last year, and that announcement was followed by Parimatch signing up as the club’s official UK betting partner in September.
On the Bally’s deal, Forest owner Evangelos Marinakis said: “I would like to welcome Bally’s Corporation to the Forest family. 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.”
Bally’s Banned From Appearing on Forest Shirts in Europe
Bally’s will be featured on Forest’s shirt for Premier League games this season. Still, a UEFA ban on betting sponsors from its club competitions will prevent the company from appearing on shirts in either the UEFA Europa League or UEFA Conference League.
The competition Forest will play in will be determined by the appeal of fellow Premier League side Crystal Palace against their exclusion from the Europa League.
Palace qualified for the competition by winning the FA Cup last season, but have been disqualified due to UEFA rules around multi-club ownership. Palace’s major shareholder, John Textor, also owns a significant stake in Lyon, which also qualified for the Europa League.
UEFA has banned betting sponsors due to its partnership with Betano. The campaign for Forest will be the first time the club has been featured in European competition in 30 years.
