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Bally’s gain EPL exposure
English Premier League franchise Nottingham Forest will play the upcoming season with Bally’s branding on their shirt fronts as part of the Rhode Island-based gaming giant’s UK expansion.
On Wednesday, the midlands team previewed new signing Angus Gunn wearing a Bally’s-sponsored shirt via X:
Welcome to Nottingham Forest, @AngusGunn01!
— Nottingham Forest (@NFFC) August 6, 2025
The high-profile branding move by Bally’s into an overseas market is, according to industry reports, a rare play by the company. Bally’s, though, has already set down roots in the UK across both digital and retail casino subsidiaries, meaning its prominent branding of a buoyant EPL franchise will give its market visibility across the pond a major boost.
Quick branding boost
Bally’s CEO Robeson Reeves expressed his firm’s excitement at gaining brand exposure on the EPL stage, attracting more fans to Forest, and collaborating with the franchise “on initiatives that make a meaningful impact both locally and internationally.”
Fully aware that the 2025-2026 EPL season is the last campaign before a ban of gambling-linked shirt sponsorships kicks in, Bally’s appears confident that its one-year Forest sponsorship will reap dividends.
The short-term deal, sealed just ten days before Forest kicks off the season against Brentford, saw the Evangelos Marinakis-owned franchise wear Bally’s shirts for the first time in a 0-0 tie in a friendly against Italy’s ACF Fiorentina on Tuesday.
driving force behind the Bally’s deal
The polarizing Greek business tycoon, who clashed with Nuno Espirito Santo, the architect of Forest’s rich run of form that qualified the franchise for European soccer for the first time in 30 years, is said to have been the driving force behind the Bally’s deal.
Mariankis, who patched up his on-pitch altercation with Nuno by offering him a new contract, said the Bally’s deal would strengthen Forest’s global partnerships.
Mutual excitement
The Greek tycoon added that the franchise was “looking forward to working with Bally’s on a number of exciting initiatives, helping us to engage with our growing fanbase within Nottinghamshire and around the world.”
Bally’s, meanwhile, gains a major branding foothold in the UK to complement its growing portfolio across the pond. Bally’s Interactive already offers regulated UK iGaming markets via subsidiaries including Virgin Games, Jackpotjoy, Double Bubble Bingo, and Bally Bet.
On the retail front, Bally’s last week finalized the acquisition of Aspers Casino in Newcastle.
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