BOYLE Sports Becomes Official Betting Partner of Nottingham Forest

BOYLE Sports will be the new Official Betting Partner of Nottingham Forest for the 2026/27 Premier League season. The agreement, announced on August 25, 2026, grants the bookmaker visibility on the LED signage at the City Ground and exposure to fans present and television audiences. This move consolidates BOYLE Sports' strategy to strengthen its brand in English football following recent agreements with Leeds United and West Ham United.

BOYLE Sports Strengthens Its Strategy in English Football

The agreement with Nottingham Forest places BOYLE Sports within a growing network of collaborations in the Premier League. The operator, which already had a deal with Leeds United since the beginning of the season, and continues to sponsor the front of West Ham United’s shirts, seeks to consolidate its positioning among fans of traditional clubs and expand its commercial reach.

“Nottingham Forest is a club with a rich history in football, with a special bond towards its fans and community. We are proud to become the Official Betting Partner and aim to build a strong relationship with Forest and its fans,” commented Liam McKee, Head of Sponsorship at BOYLE Sports.

Visibility and Activations Inside and Outside the Stadium

With this agreement, BOYLE Sports will achieve brand visibility through LED signage at the City Ground during matches, both for the attending public and broadcasts. The operator plans to activate the brand inside the stadium and through fan-focused initiatives, reinforcing the bond with the local community throughout the campaign.

Nottingham Forest Adds BOYLE Sports as a Strategic Partner

Nottingham Forest's decision to incorporate BOYLE Sports stems from its goal to strengthen alliances with brands that have relevant presence within the sports and betting sector. Paul Bell, Chief Operating Officer of the club, emphasized:

“We are pleased to have BOYLE Sports as the Official Betting Partner for the 2026/27 season. Their strong presence in football makes them a good partner for us, and we welcome them to Nottingham Forest.”

This partnership provides the club with additional commercial backing and new activation opportunities for fans throughout the Premier League season.

Implications for the Parties and for the Betting Sector

The new agreement expands a pattern where BOYLE Sports consistently invests in sponsorships with recognized football institutions, complementing its focus on regulated markets in the UK. This increased visibility is strategic in a growing regulatory environment and heightened competition among operators, where partnerships with high-exposure clubs can influence brand positioning.

For Nottingham Forest, adding a partner aligned with the industry provides complementary resources and support in the development of projects and media presence. This trend of agreements between operators and Premier League clubs remains a key channel for commercial engagement, although the sector is also watching future regulatory initiatives regarding sponsorship and their possible impact on such agreements (more analysis in our regulation section).

BOYLE Sports: Expansion and Renewals in Sports Sponsorship

The alliance with Nottingham Forest is not an isolated case within BOYLE Sports' strategy. The bookmaker adds this agreement to its ongoing sponsorship of West Ham United's shirt and the recent collaboration announced with Leeds United, both for the 2026/27 season. The Irish operator uses these sponsorships to strengthen brand perception and demonstrate commitment to English fans across various regions.

Meanwhile, Nottingham Forest reinforces its commercial offering by integrating a specialized partner with extensive experience in the sports betting sector.

Expectations for the 2026/27 Season

During the campaign, the relationship between BOYLE Sports and Nottingham Forest is expected to result in activations inside and outside the stadium, fan experiences, and significant broadcast presence. Both parties hope that the partnership adds value both to the brand and to the football community throughout the demanding Premier League season.