Bally corporation strengthens its presence in the United Kingdom through a partnership with Nottingham Forest, securing branding rights for the team's jersey.
Bally's Corporation Becomes Nottingham Forest's New Front-of-Shirt Sponsor
Bally's Corporation, an American gaming giant, has made a strategic move into the UK market by becoming the new front-of-shirt sponsor for Nottingham Forest in the English Premier League for the 2025/26 season [3][4][5]. The deal, sealed ten days before Forest kicks off the season against Brentford, will see Bally's logo prominently displayed on both the home and away kits for the season [2][4].
The sponsorship is part of Bally's strategic aim to increase its brand visibility and presence in the UK market. With gambling logos set to be banned from Premier League kits from next year, Bally's sees this as an opportunity to capitalize on the current window to advertise strongly via a high-profile Premier League club [1]. Nottingham Forest's return to the Premier League provides Bally's with a platform to connect with a passionate fanbase and a growing football audience in the UK [1][4].
The deal is expected to enhance Bally's brand recognition among UK football fans and bettors, positioning the company as a significant player in the UK gambling and entertainment market before restrictions remove gambling logos from shirts next year [1]. It also leverages Nottingham Forest's historic and cultural significance (reflected in their kit designs inspired by local heritage) to associate Bally's brand with local identity and pride [2].
Bally's has already established subsidiaries in the UK, both digital and retail, in the casino industry. The company's recent acquisition of Aspers Casino in Newcastle on the retail front further cements its presence in the UK market [6]. Bally's Interactive offers regulated UK iGaming markets via subsidiaries including Virgin Games, Jackpotjoy, Double Bubble Bingo, and Bally Bet [7].
Nottingham Forest wore Bally's shirts for the first time in a 0-0 tie in a friendly against Italy's ACF Fiorentina on Tuesday [8]. The Greek business tycoon behind the deal expressed mutual excitement about working with Bally's on various initiatives, stating that the deal would strengthen Forest's global partnerships [9].
In conclusion, Bally's Nottingham Forest sponsorship is a strategic move to maximize UK market advertising before kit gambling logo bans take effect, boosting Bally's brand visibility and connecting it to Premier League football culture [1][2][3][4]. The deal is set to benefit both parties, with Bally's gaining a major branding foothold in the UK through the deal with Nottingham Forest, and the English Premier League franchise expanding its portfolio across the UK.
- Bally's Corporation, with its presence in casino industry and UK iGaming markets, aims to capitalize on the high-profile Premier League association to strengthen its brand presence in the UK market.
- The gambling trends in sports, particularly football in European leagues like the Premier League, offer a lucrative opportunity for businesses like Bally's to increase their brand visibility.
- As the UK market witnesses a shift in gambling trends, Bally's seeks to strategically position itself as a significant player in the UK gambling and entertainment industry.
- The sponsorship deal between Bally's and Nottingham Forest connects the brand with the local identity and pride, leveraging Forest's historic and cultural significance in the UK.
