BoyleSports Signs as Nottingham Forest’s Official Betting Partner

BoyleSports is now partnered with two English Premier League football clubs, after agreeing to be the official betting partner of Nottingham Forest for the 2026/27 season.

The BoyleSports brand name will feature at Forest’s City Ground stadium through LED signage, in what will be the club’s fifth consecutive season back in the league following promotion in 2022. Last season, Forest reached the semi-finals of the UEFA Europa League.

Liam McKee, Head of Sponsorship at BoyleSports, said:

“Nottingham Forest is a club steeped in football history, with an incredible connection to its supporters and community. We’re proud to become an official betting partner and look forward to building a strong relationship with Forest and its fans.”

Paul Bell, Chief Operating Officer at Nottingham Forest, said:

“We are pleased to have BoyleSports join the club as an official betting partner for the 2026/27 season. Their strong presence across football makes them a good fit for us, and we welcome them to Nottingham Forest.”

Another Premier League deal

This adds to BoyleSports’ deal with Leeds United, which was announced in July and was described as a multi-year partnership. The BoyleSports brand will also feature at Leeds’ Elland Road stadium, including matchday LED advertising and permanent signage in the John Charles West Stand. The partnership will also include a number of fan-focused activities.

This is the first season in which gambling operators are banned from sponsoring the front of Premier League teams’ shirts, as part of a voluntary ban introduced by the league.

However, all other forms of sponsorship are still permitted, including sleeve sponsorship, training kit sponsorship and official betting partnerships.

Lack of sleeve deals

Despite sleeve sponsorship still being permitted, only three teams went into this season with a partnership in place with gambling operators in this area.

The most high-profile of these agreements would be Aston Villa’s deal with Betano; Aston Villa won last season’s UEFA Europa League and will play in this season’s UEFA Champions League. Betano was previously Villa’s front-of-shirt sponsor, and the new deal will run until the end of the 2028/29 season.

Another club to have moved their front-of-shirt sponsor to the sleeve for the upcoming season is Everton, in an updated multi-year partnership with Stake. Stake has not been operating in Great Britain since March 2025, when TGP Europe decided to close the website following an investigation by regulator the Gambling Commission regarding an advertising scandal.

In July meanwhile, Bournemouth signed a multi-year partnership with MrQ Casino, with the operator becoming the Cherries’ official UK online casino partner and sleeve sponsor through to the end of the 2028/29 season. Bournemouth will play in the Europa League this season, after qualifying for European competition for the first time in the club’s history.

Still plenty of betting deals

However, 15 of the 20 teams have official betting partnerships in place; some of these deals are global, and some only cover certain territories such as Europe or Asia. Betway is particularly prominent in this area, as it is an official betting partner of six Premier League teams; Manchester United, Manchester City, Chelsea, Arsenal, Brighton & Hove Albion and Sunderland.

Unlicensed sponsorship consultation

In July, the UK government launched a consultation on the prospect of banning unlicensed operators from sponsoring sporting events in the UK. While these operators are meant to geo-block their websites, they can still potentially be accessed via virtual private networks. The ban would come into effect in August 2027.