Forest Signs Gambling Sponsor! What Does This Mean for the Premier League?
Nottingham Forest has just announced a new front-of-shirt sponsor for the 2025-26 season: Bally's Corporation, an American gambling and entertainment company. This news comes as a bit of a surprise, considering the Premier League's collective agreement in 2023 to remove gambling sponsors from the front of shirts by the same deadline.
So, what's the deal? Clubs were given the green light to secure these deals before the ban kicks in. While front-of-shirt gambling sponsorship will be gone after 2026, clubs can still feature these brands on shirt sleeves and through LED advertising.
Forest owner Evangelos Marinakis expressed enthusiasm about the partnership, stating, "We are on a special journey… strengthening our global partnerships is an important part of this." He added that they're looking forward to working with Bally's on initiatives to engage with their growing fanbase.
The new home shirts, proudly displaying the Bally's logo, will debut at Tuesday's friendly match against Fiorentina. It's worth noting that in the 2024-25 campaign, a whopping 11 Premier League teams sported gambling sponsors on their shirts – a jump from the previous year.
This upcoming ban is a result of consultations between the league, clubs, and the Department for Digital, Culture, Media and Sport (DCMS), all part of the government's review of gambling legislation. The situation is complex, balancing revenue streams with concerns around responsible gambling.
What does this mean for the future of Premier League sponsorship?
This move by Nottingham Forest sparks a bigger conversation about the future of sponsorship in the Premier League. While gambling sponsorship on the front of shirts is being phased out, the door remains open for alternative avenues of advertising for these companies. It remains to be seen how the league and individual clubs will navigate this changing landscape.
Key Takeaways:
- Nottingham Forest announces Bally's Corporation as new shirt sponsor for 2025-26.
- Premier League clubs agreed to remove gambling sponsors from front of shirts by 2026, but can secure deals before then.
- Gambling brands can still feature on sleeves and LED advertising.