BOYLE Sports becomes Nottingham Forest’s Official Betting Partner, expanding its Premier League presence through stadium visibility and future fan engagement initiatives.

Nottingham Forest has announced BOYLE Sports as an Official Betting Partner for the 2026/27 season, further strengthening the Ireland-headquartered bookmaker’s growing presence across English football.

As part of the agreement, BOYLE Sports will receive prominent visibility at the City Ground, with the bookmaker’s branding featuring across LED advertising boards throughout the season.

The partnership follows a series of football sponsorship investments by BOYLE Sports as the company looks to strengthen its position across the UK and Ireland.

BOYLE Sports expands Premier League portfolio

The Nottingham Forest agreement comes just one month after BOYLE Sports became Leeds United’s Official Betting Partner in the UK and Ireland.

The bookmaker also had a major Premier League presence last season through its partnership with West Ham United, serving as the club’s front-of-shirt sponsor during the 2025/26 campaign.

West Ham’s relegation to the Championship means BOYLE Sports can continue as the club’s main shirt sponsor, as the Premier League’s new restriction on front-of-shirt gambling sponsorship does not apply outside the top flight.

Liam McKee, Head of Sponsorship at BOYLE Sports, highlighted Nottingham Forest’s history and relationship with its supporters as important factors behind the new agreement.

“Nottingham Forest is a club steeped in football history, with an incredible connection to its supporters and community,” McKee said.

“We’re proud to become an Official Betting Partner and look forward to building a strong relationship with Forest and its fans.”

He added that the agreement forms part of BOYLE Sports’ broader commitment to English football.

“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.”

Betting brands adapt to Premier League shirt ban

The agreement is the latest example of gambling operators adapting their sponsorship strategies following the introduction of the Premier League’s front-of-shirt gambling sponsorship ban from the 2026/27 season.

Betting companies can no longer appear on the front of Premier League shirts, but the restrictions do not prevent them from maintaining other commercial relationships with clubs.

Official betting partnerships, stadium advertising, LED boards and other digital and matchday inventory therefore remain available to operators.

This was already evident during Nottingham Forest’s recent 1-0 defeat to Leeds United, when BOYLE Sports branding appeared intermittently on the City Ground’s LED boards.

Forest’s former front-of-shirt sponsor Bally Bet, as well as Asia-facing bookmaker Fun88, also received LED exposure during the fixture, demonstrating the continued prominence of betting brands around Premier League matches despite the shirt sponsorship changes.

Wider investment in English football

BOYLE Sports has been steadily building its football sponsorship portfolio.

Alongside its partnerships with Nottingham Forest, Leeds United and West Ham, the bookmaker recently sponsored the pre-season friendly between Manchester United and Leeds United at Dublin’s Croke Park.

The match was officially branded as the BOYLE Sports Cup, giving the operator additional exposure around two of English football’s most recognised clubs.

The company is expected to use its Nottingham Forest partnership for more than brand visibility, with potential fan activations and engagement initiatives throughout the season as BOYLE Sports continues expanding its presence across the UK and Ireland.

Nottingham Forest Chief Operating Officer Paul Bell welcomed the bookmaker to the club.

“We are pleased to have BOYLE Sports join the Club as an Official Betting Partner for the 2026/27 season,” Bell said.

“Their strong presence across football makes them a good fit for us, and we welcome them to Nottingham Forest.”

The deal highlights the changing nature of gambling sponsorship in the Premier League. While front-of-shirt exposure has disappeared, operators such as BOYLE Sports are continuing to invest in English football through official betting partnerships, stadium visibility and fan engagement rights.

Source: SBC News