Bally’s Corporation has announced a partnership with English Premier League club Nottingham Forest ahead of the 2025/26 season. As part of the agreement, Bally’s becomes the club’s front-of-shirt sponsor, marking a significant expansion of its brand presence in European football.
The partnership coincides with Nottingham Forest’s qualification for European competition for the first time in three decades, providing Bally’s with broader exposure across key markets. The sponsorship will see Bally’s branding feature on the club’s first-team shirts beginning with a pre-season match against ACF Fiorentina, and across The City Ground from the start of the league season on 17 August.
This move follows Bally’s recent activity in the UK market, including its acquisition of Aspers Casino Newcastle and its multi-year agreement to operate the Monopoly licence in territories such as the UK, Spain, Canada, and the US. The Nottingham Forest sponsorship also aligns with Bally’s broader igaming strategy, which includes the operation of Virgin Games, Jackpotjoy, and Double Bubble Bingo.
Bally’s continues to grow its igaming and technology portfolio globally. Its expansion plans were further reinforced by the announcement of a €2.7 billion acquisition of Bally’s Interactive by Intralot, a company in which Bally’s will maintain a significant economic interest upon completion. Following the transaction, Bally’s CEO Robeson Reeves is expected to lead the newly merged company, as the group pursues a larger footprint across European and North American markets.
Robeson Reeves, Chief Executive of Bally’s Corporation, comments: “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.”
Nottingham 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.”
