(Credit: Hasan Karim - Breaking Media, Imago)

Alex Oakhill

Sat 16 August 2025 12:00, UK

Nottingham Forest have missed out on the chance to earn millions after leaving a behind-the-scenes deal until the last minute.

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It has been a tumultuous window for Nuno Espirito Santo’s side, who lost Anthony Elanga to Newcastle United earlier in the summer.

Despite this, Forest did manage to retain Morgan Gibbs-White after a drawn-out transfer saga involving Tottenham, which ended with him signing a new contract at the City Ground.

Now, the Trentside club have agreed a new front-of-shirt sponsor, and will have American betting company Bally’s Corporation’s logo on their kits.

However, Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that Forest could have charged a lot more for the sponsorship agreement.

Forest have a new front-of-shirt sponsor (Credit: Imago)

This article contains exclusive comment from Keith Wyness, former Everton, Aston Villa, and Aberdeen CEO.

Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness insisted that the £8million sponsorship agreement which Forest have signed with Bally’s Corporation is on the low side.

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Bally’s has replaced fellow gambling firm Kaiyun Sports after their two-year deal at the City Ground expired.

Wyness added that Forest deserve a better deal for the stature of the club, and will have to renegotiate at the end of next season.

He told Football Insider‘s Inside Track podcast: “Well, it’s been reported at about £8million, which is low.

Then again, at this time of the year, it’s probably what’s going to be available right now.

“At this time of year, there’s probably about six clubs that might be up for grabs at the same sort of level.

So Forest have done well, they’ve improved that.

It’s probably their last season in that sort of area.

You’d hope that if Forest have another decent season, that they’re going to be looking for a better sponsor with a longer-term solution because I think they deserve something a bit better than that.”

Photo by MI News/NurPhoto via Getty Images

Meanwhile, Liverpool are reportedly planning to accept £15m offers for defender Kostas Tsimikas in the closing stages of the summer transfer window.

That is according to former Man United and Blackburn chief scout Mick Brown, who claims that the 29-year-old has no place in Arne Slot’s plans for the future.

Slot made a clear statement about the left-back’s position in his team after he was left out of the squad during the Community Shield defeat to Crystal Palace.

This comes after Brown told Football Insider in June that Nottingham Forest are interested in Tsimikas and have been given the green light to make a move.

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