Nottingham Forest FC has signed its third betting sponsor for the ongoing season, with Parimatch UK joining Kaiyun Sports and Betway as partners of the club.
The international sports betting brand, based in Cyprus but active in the UK via a white label agreement with local firm BVGroup, will become Forest’s official UK betting partner over the 2024/25 season.
Parimatch states that the deal expands its commitment to supporting the sports community. From the outset, it appears that the deal will not include any shirt sponsorship caveats – Forest already has Kaiyun as its front-of-shirt partner, tech firm Ideagen as sleeve sponsor and EON Next as training wear partner.
Paul Bell, Chief Operating Officer at Nottingham Forest, said: “We are delighted to welcome Parimatch as official partner of Nottingham Forest Football Club. We look forward to working with them through the 2024/25 season and welcoming them to the Forest family.”
As noted above, Forest already maintains deals with Kaiyun and Betway. The former, an Asia-facing company, partnered with the club during the 2023/24 season, whilst the latter deal was announced the day before the 2024/25 campaign began.
English football has seen a range of betting deals in recent months, including some shirt sponsorship arrangements as both clubs and operators seek to make the most of the revenue and marketing opportunities whilst these last – the Premier League is set to ban front-of-shirt arrangements after the 2025/26 season concludes.
Parimatch itself has a history of partnering with English football clubs. Nottingham Forest marks the firm’s second active English top-flight partner this season, with a deal renewed with the club’s East Midlands rival Leicester City.
“We are delighted to start this new partnership with Nottingham Forest for the upcoming Premier League season,” a statement from Parimatch’s press office read.
“It’s going to be a thrilling season for Nottingham Forest as the club continues to reestablish itself in the top-flight of English football. By starting this new partnership, Parimatch reinforces its commitment to supporting sports worldwide.”
