Bally’s Corporation, a world leader in global casino entertainment, has announced a front-of-shirt sponsorship deal with Nottingham Forest for the 2025/26 Premier League season. The partnership not only puts the Bally’s brand front and centre in one of the world’s most popular football leagues but also coincides with Forest’s first European campaign in 30 years.
Partnership Kicks Off Ahead of Forest’s European Return
The deal will see the Bally’s logo appear on the men’s first-team kits starting from the 5th August, 2025, pre-season fixture against Fiorentina. From 17 August, the brand will feature prominently throughout The City Ground, Forest’s West Bridgford home, in time for the season opener.
Forest is entering their fourth consecutive season in the Premier League, and the timing of the deal aligns with Bally’s continued push into the UK market. In recent years, the company has acquired Aspers Casino in Newcastle and secured a multi-year agreement to operate the Monopoly licence across the UK, Spain, Canada, and the US. Its UK portfolio already includes online gaming brands such as Virgin Games, Jackpotjoy, and Double Bubble Bingo, along with sports betting operations.
Bally’s UK Growth Strategy Gains Momentum
Bally’s Nottingham Forest sponsorship comes shortly after Intralot’s €2.7 billion acquisition of Bally’s Interactive, with Bally’s retaining a significant economic interest. As part of that transaction, Bally’s CEO Robeson Reeves will lead the newly merged operation, with a focus on scaling across Europe and North America.
Robeson Reeves, Chief Executive of Bally’s Corporation, said: “Bally’s has always been committed to providing exceptional entertainment, whether through our renowned resort destinations or popular gaming platforms. Partnering with Nottingham Forest, an iconic club with a rich history and passionate fanbase, feels like a natural fit for us. We are excited to bring our global brand to the Premier League stage and introduce new audiences to the club. Additionally, we look forward to collaborating on initiatives that will create a meaningful impact both locally and internationally. On behalf of everyone at Bally’s, we wish the Reds the best of luck for the upcoming season.”
Nottingham Forest owner Evangelos Marinakis added, “I want to warmly welcome Bally’s Corporation to the Forest family. We are on an exciting journey and are committed to achieving remarkable things. Strengthening our global partnerships is essential to this effort. As our Club thrives both on the pitch and off, we look forward to collaborating with Bally’s. Together, we will engage our expanding fanbase in Nottinghamshire and around the world through several exciting initiatives.”
About Bally’s Corporation
Bally’s Corporation is a global casino and entertainment company that is rapidly expanding its omni-channel presence. It owns and operates 19 casinos in 11 states across the United States. The company also manages a golf course in New York and a horse racetrack in Colorado. Additionally, Bally’s holds online sports betting licenses in 13 jurisdictions throughout North America. In the UK, the acquisition of Aspers Casino in Newcastle enhances its international footprint.
Bally’s portfolio includes several key platforms. These include Bally Bet, a leading sports betting platform, along with Monopoly Casino and JackpotJoy. The company also owns Bally’s Interactive, which was formerly known as Gamesys Group, and is a major player in the global interactive gaming market. Additionally, Bally’s holds a significant economic stake in Intralot, a global lottery management and services provider.
With a workforce of around 11,500 employees, Bally’s operates approximately 17,700 slot machines, 630 table games, and 3,950 hotel rooms. It also controls development rights on prime Las Vegas real estate at the former Tropicana Las Vegas site.