(Credit: Imago)

James Murray

Fri 8 August 2025 19:00, UK

Nottingham Forest are likely to earn around £8million from their shirt sponsor deal with Bally’s Corporation, sources have told Football Insider. 

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The Premier League side initially launched their new shirts last month without a front-of-shirt partner.

Bally’s replaces fellow gambling firm Kaiyun Sports after it’s two-year deal at the City Ground expired this summer.

Sources say the agreement with Bally’s is likely to be worth around £8million due to the sponsorship not being in place for the kit launch. 

The deal will only last for a year as Premier League clubs have agreed a ban on front-of-shirt gambling sponsors from the start of the 2026-27 campaign. 

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Elsewhere, West Ham agreed a similar deal with BoyleSports this summer, with the Irish betting firm believed to be paying around £10million. 

Photo by MI News/NurPhoto via Getty Images

Forest posted a record-breaking revenue for 2023-24 after their turnover improved from £155million to £190million. 

That was driven by a substantial uplift in commercial revenue from £19million to £45million as they look to cash in on opportunities at the City Ground.

The City Ground club were set to compete in the Conference League next season before Crystal Palace’s removal from the Europa League saw them promoted up into the second-tier competition.

However, Forest’s place in the Europa League is yet to be fully confirmed after Palace appealed to the Court of Arbitration for Sport (CAS), with the decision set to be delivered on Monday (11 August).

Finance expert Stefan Borson told Football Insider Forest could earn up to £20million more from the Europa League than the Conference League due to the significant difference in prize money on offer between the two competitions. 

Nottingham Forest finished seventh in the Premier League table (Credit: Hasan Karim – Breaking Media)

In terms of a potential incoming at the City Ground, Football Insider revealed on 3 August Forest have been told a £35million offer will be accepted for James McAtee.
For more news relating to West Ham, visit our sister site WHU Latest Live.