Bally’s Builds UK Presence Through Nottingham Forest Deal

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Bally’s Corporation has signed on as the official front-of-shirt sponsor for English Premier League club Nottingham Forest, marking a significant expansion of its UK presence and global brand visibility.

The partnership will see the Bally’s logo featured on the club’s men’s first team kits and throughout the City Ground stadium during the 2025/26 season. The deal arrives as Forest enters its fourth straight year in the Premier League and prepares for its first appearance in European competition in three decades.

The agreement was led by club owner Evangelos Marinakis and officially kicked off this week when Forest hosted Italian team ACF Fiorentina in a preseason match.

This move follows Bally’s continued expansion in the UK market, including its acquisition of Aspers Casino in Newcastle and its Monopoly-themed gaming license covering markets such as the UK, US, Spain, and Canada. Bally’s also operates several well-known UK-facing brands including Virgin Games, Jackpotjoy, and Double Bubble Bingo.

Robeson Reeves, chief executive of Bally’s Corporation, said: “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.”

Headquartered in Rhode Island, Bally’s operates 20 casinos and resort properties across the US and UK. Its interactive division runs Bally Bet, a digital gaming platform offering sports betting and online casino games. The company has more than 11,000 employees and over 750,000 active monthly online users.

Nottingham Forest owner Marinakis said: “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.”