Nottingham Forest Launches Into Real Estate by Penning Commercial Deal

Nottingham Forest has broadened its commercial horizons by tying up a global partnership deal with real estate development firm Object 1. The move represents Forest’s first foray into the international estate market, and it has been described by the club as a “long-term partnership”.

Object 1, which is part of the international TSZ Group that has a major footprint in Dubai and Spain, has clinched a deal which will see them feature on the Forest academy shirts. Also, there will be prominent Object 1 branding displayed on the LED hoardings at the City Ground as well as around the academy training complex.

It is thought that both parties will collaborate on a range of exciting content campaigns. By thrusting Object 1 into the spotlight, it is hoped that this will drive fan engagement and build more meaningful connections in the future.

Forest ‘aligning values’ with Object 1

Forest have already flexed their commercial values this season by agreeing a deal with US betting firm Bally’s. However, rather than resting on its laurels, the Midlands outfit has been trying to establish a bigger presence worldwide.

Object 1, meanwhile, has been developing a reputation for delivering premium developments, but Forest has ambitious plans for the future. According to the Forest CEO, Lina Souloukou, the deal was a pragmatic decision, representing a close overlap of ‘shared values’.

In a statement published on Forest’s official site: “Object 1 is an exciting brand within the real estate sector in Dubai, which is growing rapidly and is passionate about delivering high-quality, sustainable and affordable developments for its communities.

“Our values align strongly, and we’re delighted to welcome another internationally renowned organisation to the Forest family for the years to come.”

Object 1’s vision for the future

Object 1 has set out its stall for long-term growth. The deal with Forest represents an exciting new chapter, and the firm’s Chairman and Founder, Egor Maslennikov, was also keen to stress Souloukou’s sentiments on values alignment.

He said: “Together, we aim to set new benchmarks, drive innovation, and create lasting value for people. For Object 1, this collaboration reflects our vision of aligning with global icons that share our passion for excellence and our commitment to building vibrant, forward-looking communities.

“As this partnership takes shape, both Nottingham Forest and Object 1 are committed to leveraging their shared values to create impact on and off the pitch. It marks the beginning of a long-term relationship that unites sporting excellence with a vision for building better places to live and thrive.”

Premier League trend growing

Forest’s deal shouldn’t be viewed as a one-off. A growing trend has emerged where Premier League clubs have been tying up deals with Dubai-based real estate firms.

In February 2024, Arsenal agreed a training ground naming rights deal with Sobha Realty, which is thought to be worth $12.5 million annually. Meanwhile, Chelsea agreed to have DAMAC as their official property development partner, and they featured on the front of the first-team shirt at the end of last season.

Forest’s other club partners include Adidas and E.ON, but the deal thrashed out with Object 1 represents a statement of intent. There is an air of optimism around the club, and it could reap rewards for both parties moving forward.