Nottingham Forest lay the groundwork for 'double your money' windfall
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Credit: Hasan Karim - Breaking Media / Imago / Nottingham Forest via YouTube
Ben Palmer
Sun 31 August 2025 8:00, UK
Nottingham Forest have been emboldened in their decision to spend big this summer by the prospect of further income down the line.
That is the view of football finance expert Dan Plumley, who told Football Insider exclusively that the Tricky Trees are seizing the opportunity that has been presented to them after UEFA booted Crystal Palace out of the Europa League.
Dan Ndoye briefly became Nottingham Forest’s record signing before Omari Hutchinson usurped that title following his arrival from Ipswich Town.
The two wingers are not the only new arrivals at the City Ground, with Arnaud Kalimuendo, James McAtee, Angus Gunn, and Brazilian trio Igor Jesus, Jair Cunha, and Douglas Luiz all joining the Midlands side this summer.
Last season’s campaign finished in disappointment as Forest let slip the opportunity to qualify for the Champions League, with tensions reaching a boiling point after owner Evangelos Marinakis and Nuno Espirito Santo were involved in an on-pitch confrontation.
But the Tricky Trees have dusted themselves off and, having received a promotion to the Europa League, all eyes are now on the potential riches that European competitions have to offer.
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This article contains exclusive comment from Dan Plumley, a football finance expert and senior lecturer at Sheffield Hallam University.
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Speaking to Football Insider exclusively, Plumley explained that deals to sign Ndoye, Hutchinson, and McAtee had likely been done with a view to securing prize money from European competition.
The finance expert previously explained that Nottingham Forest could secure £39million by winning the Europa League.
Credit: Imago
Plumley said: “You are talking about the potential to double your money in the Europa League versus the Conference League.
“If you know you’re going to get some of that money, and you can work your plans accordingly, then not only are you doing that up front to try and get a good start in the competition, you’re also saying, right, if we sign some of these players that are going to make us better, we’ve got more chance of going deep into the competition, and then generating more money.”
With the Tricky Trees competing on four fronts this season, depth will be a necessity if they are to have any hopes of matching last year’s stellar performances.
Nottingham Forest have opened talks with Botafogo’s John Victor, who has been given the green light to leave the Brazilian side this summer, Pete O’Rourke told Football Insider exclusively.
Credit: Imago
The 29-year-old was linked with a move to West Ham earlier in the summer, but Santo’s side are looking to steal a march on their Premier League rivals.
Jesus and Cunha, two of Forest’s new signings this window, have also arrived from Botafogo as the Tricky Trees look to expand their ever-growing Brazilian contingent.