Nottingham Forest partners with BOYLE Sports as Premier League gambling deals continue

Nottingham Forest has partnered with Ireland-headquartered bookmaker BOYLE Sports in the latest example of a Premier League side tying up a deal with a gambling firm. BOYLE Sports has become an official betting partner of the club. This comes a month after BOYLE Sports re-established its Premier League presence when it became Leeds United’s official betting partner in the UK and Ireland. It had previously been the front-of-shirt sponsor of 2025/26 Premier League side West Ham United last season. The operator remains the Hammers’ main sponsor, though this deal has only been able to continue due to West Ham’s relegation to the Championship. As many will be aware, gambling companies are no longer able to appear on the front of Premier League kits. This has not deterred the industry from securing deals with clubs via other means, however. The partnership between BOYLE Sports and Forest means that the gambling brand will “feature prominently at the City Ground through LED signage”. “Nottingham Forest is a club steeped in football history, with an incredible connection to its supporters and community,” said Liam McKee, Head of Sponsorship at BOYLE Sports. “We’re proud to become an Official Betting Partner and look forward to building a strong relationship with Forest and its fans. “This partnership marks another important step in our commitment to English football. We look forward to bringing the BOYLE Sports brand to the City Ground and engaging with Nottingham Forest fans throughout the season.” Announcement comes post-Nottingham Forest debut Premier League viewers this weekend will have been well aware of the continued prevalence of gambling companies’ logos on LED advertising boards despite the front-of-shirt ban. In fact, BOYLE Sports, alongside Forest’s 2025/26 front-of-shirt sponsor Bally Bet and Asia-facing bookmaker Fun88, saw its logo make intermittent appearances on LED boards at the City Ground this weekend as the club lost 0-1 to Leeds United. As mentioned above, BOYLE Sports’ Forest partnership comes after the company signed up to a deal with Leeds United. The company also sponsored the pre-season friendly between Manchester United and Leeds United at Dublin’s Croke Park, which was named the BOYLE Sports Cup. Forest fans may be in for some unique fan activations from the company as the already-well-established bookmaker looks to ramp up its presence across the UK and Ireland. Paul Bell, Chief Operating Officer at Nottingham Forest, commented: “We are pleased to have BOYLE Sports 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.”