Nottingham Forest Names BOYLE Sports Official Betting Partner
United Kingdom.- 26 August 2026 | www.zonadeazar.com Nottingham Forest has announced a new partnership with BOYLE Sports, naming the bookmaker as an Official Betting Partner for the 2026/27 Premier League season.
The agreement will strengthen BOYLE Sports’ presence across English football while providing a platform for commercial activity and fan engagement throughout the campaign.
City Ground Visibility
BOYLE Sports will receive significant exposure at Nottingham Forest’s home stadium.
The brand will feature prominently on LED signage at the City Ground during matches.
The bookmaker is also expected to introduce dedicated fan activations during the season.
New Premier League Environment
The partnership arrives during a period of change for commercial relationships between Premier League clubs and gambling companies.
From the 2026/27 season, gambling brands can no longer appear as front-of-shirt sponsors for Premier League teams.
The restriction does not, however, prevent other forms of commercial partnership, including official betting partnerships, LED advertising, digital rights and fan activations.
BOYLE Sports Expands English Football Presence
The Nottingham Forest deal represents another step in BOYLE Sports’ expansion across English football.
One month earlier, the company re-established a Premier League presence through an agreement with Leeds United as its Official Betting Partner in the UK and Ireland.
BOYLE Sports also sponsored the pre-season friendly between Manchester United and Leeds United at Dublin’s Croke Park, which was branded as the BOYLE Sports Cup.
West Ham Relationship Continues
During the 2025/26 season, BOYLE Sports served as West Ham United’s front-of-shirt sponsor.
The company remains the London club’s main sponsor, with that arrangement able to continue in its existing format following West Ham’s relegation to the Championship.
The Premier League front-of-shirt restriction applies specifically to clubs competing in the top flight.
Statements
Liam McKee, Head of Sponsorship at BOYLE Sports, highlighted Nottingham Forest’s football history and close relationship with its supporters and community.
He described becoming an Official Betting Partner as another important step in the bookmaker’s commitment to English football.
McKee also said the company is looking forward to bringing its brand to the City Ground and engaging with Forest supporters throughout the season.
Nottingham Forest Welcomes Partnership
Paul Bell, Chief Operating Officer at Nottingham Forest, welcomed BOYLE Sports as an Official Betting Partner for the 2026/27 season.
He highlighted the bookmaker’s strong presence across football and said this made the company a good fit for the club.
Alternative Sponsorship Models
The front-of-shirt gambling sponsorship ban has not removed betting companies from Premier League commercial activity.
Operators continue to use:
- LED stadium advertising.
- Official partnerships.
- Fan activations.
- Digital rights.
- Regional sponsorships.
- Club-linked promotional campaigns.
The Nottingham Forest and BOYLE Sports agreement reflects this evolving commercial structure.
Industry Context
The 2026/27 season marks a new era for gambling sponsorship across the Premier League.
The voluntary removal of betting brands from the front of shirts is forcing operators and clubs to develop alternative commercial models.
Perimeter advertising, official partnerships and digital fan engagement are consequently becoming increasingly important elements of sports marketing strategies.
Next Steps or Impact
BOYLE Sports will activate the partnership throughout Nottingham Forest’s 2026/27 campaign through City Ground visibility and supporter engagement.
For the bookmaker, the deal further expands its presence in the Premier League.
For Nottingham Forest, the partnership demonstrates how clubs can continue working commercially with betting companies while adapting to new restrictions on shirt sponsorship.
Editó: @fonta
