Nottingham Forest has signed a deal with Betway, kickstarting the betting operator’s fifth active partnership with a Premier League club.
The Super Group-owned online bookmaker has become the official betting partner of the East Midlands club, which kicks off its 2024/25 Premier League campaign tomorrow in a home game against Bournemouth.
Betway’s logo will feature on LED advertising boards around the pitch at the City Ground, Forest’s home stadium in West Bridgford, Nottinghamshire, during all Premier League, FA Cup and League Cup games.
Fan engagement is another area of focus for the partners. The deal will create benefits for new and existing Betway customers centred around Forest, including tickets, merchandise and ‘play on the pitch’ opportunities.
Paul Bell, Chief Operating Officer at Nottingham Forest, said: “We are delighted to welcome Betway as our official betting partner. Their reputation for excellence and commitment to enhancing the fan experience makes them a perfect partner for Nottingham Forest.
“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.”
Betway is a widely recognised name in English football. The company has one of the top-lfight’s most notable partnerships via a front-of-shirt sponsorship deal with West Ham United, first signed in 2015.
Other partners include Brighton and Hove Albion, Arsenal and most recently, Manchester City. Betway partnered with the 2023/24 champions shortly before the team’s pre-season US tour, though this interestingly came after it was revealed that the bookmaker would be exiting the US betting market.
Super Group CEO, Neal Menashe, commented: “We’re thrilled to embark on this partnership with Nottingham Forest, a club with a rich history and a passionate fanbase.
“Betway’s customers love football, especially the Premier League, and we leverage partnerships like this to reward them with exclusive opportunities and content.”
The full length of the partnership has not been disclosed by Forest, with the club just stating that the deal was ‘long-term’ in nature. The agreement is also notable, though, for being the club’s second active betting partnership this season.
Forest has an ongoing shirt sponsorship arrangement with Asian bookmaker Kaiyun Sports, though the UK Gambling Commission (UKGC) has advised the club, and fellow Kaiyn partner Crystal Palace, that the firm is no longer licenced in the UK.
