Betway picked as multi-year Nottingham Forest sponsor

Betway has been picked as the new multi-year betting sponsor for Nottingham Forest, a Premier League club. The partnership comes at a time of increased scrutiny into such alliances, and a mounting public opposition to betting companies’ involvement in the sport.

The Labor government of Keir Starmer is also poised to introduce sweeping changes to the gambling industry, and Premier League partnerships involving gambling companies are due to end in the 2025-26 season, when front-of-shirt partnerships should no longer be allowed moving forward.

Betway signs another prominent club in the Premier League

In the meantime, however, the two companies intend to capitalize on their strong respective audiences and drive fan engagement through a series of activations and media campaigns, including merchandise, tickets, and exclusive opportunities to visit the pitch, and even play for a bit.

Betway’s brand logo will appear on the LED advertising boards at Nottingham Forest’s home stadium, City Ground, and it will be displayed for games in the Premier League, Carabao Cup, and FA Cup.

Commenting on this exciting partnership, Super Group CEO Neal Menashe said that his company was excited to see the Betway brand endorsed by Nottingham Forest. He noted that Betway’s own audiences have a strong love for soccer and adore the Premier League, which brings some of the best games worldwide.

Paul Bett, Nottingham Forest’s COO, was similarly pleased to accommodate Betway and seek and explore joint opportunities to bring customers with the brand.

"This partnership will bring new opportunities for our supporters, from matchday experiences to unique fan engagement initiatives. We look forward to working closely with Betway over the coming seasons," Bett mused.

Betting Partnerships Remain of Interest to Betway

Betway has been a well-represented and recognized name in the UK betting space, as well as the Premier League. The company holds or has held partnerships with teams such as West Ham, Manchester City, Brighton, and Arsenal, combining focus on local games and activations and global betting partnerships.

As Betway focuses increasingly on local partnerships with clubs, the Super Group has been mulling more cataclysmic moves around the globe. Super Group has acknowledged that it would not compete in the sports betting segment in the United States, confirming its exit from the market.

Image credit: Arran Bee (@Flickr)