(Credit: Getty Images / Imago)

Ben Palmer

Wed 13 August 2025 21:00, UK

Nottingham Forest’s new front-of-shirt sponsor deal has provided a much-needed boost to the club’s revenue stream.

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That is according to football finance expert Dan Plumley, who told Football Insider exclusively that the sponsorship value was “on a par with some of the biggest deals” outside of the top six clubs.

Since their promotion in the 2021/22 season, the Tricky Trees have been beset by issues remaining compliant with the Premier League‘s financial regulations.

Elliot Anderson joined Nottingham Forest last summer.

(Credit: Imago)

Nottingham Forest sold Odysseas Vlachodimos, then signed Elliot Anderson in a double-deal with Newcastle last summer, with the transfers largely motivated by the league’s profit and sustainability rules (PSR).

Whilst last summer was chaotic and came down to the wire, this year’s PSR deadline was a calmer affair, as Nuno Espirito Santo‘s side avoided a sanction.

This article contains exclusive comment from Dan Plumley, a football finance expert and senior lecturer at Sheffield Hallam University.

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But whilst the club avoided another brush with the Premier League, PSR continues to limit the business that teams can do.

Forest have agreed a deal worth an estimated £10million [The Athletic] for Bally’s Corporation to sponsor the front of their shirts this season.

Morgan Gibbs-White wearing a kit with the new sponsor.

(Credit: Imago)

Whilst the figure is a drop in the ocean for most clubs, the profit is what should be focused on, as it opens up the opportunity to continue doing transfer business.

Speaking to Football Insider exclusively, Plumley explained: “It’s really important.

“The West Ham deal with Betway a couple of years ago was in and around £10m, it’s that kind of ballpark.

West Ham signed a similarly lucrative deal with Betway.

“All ends up, that looks like a pretty good deal for Forest if it is in that £10m region.

With a little bit of extra cash lining their pockets, the Tricky Trees may finally secure the services of a new number 10.

Mick Brown told Football Insider that Man City have slashed their asking price for James McAtee.

James McAtee remains a target for Nottingham Forest.

(Credit Imago)

Forest have been interested in signing the 22-year-old for much of the window, and could agree a deal soon.

McAtee was one of the standout performers for England Under-21s in their victorious European Championship campaign this summer.

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