Nottingham Forest has partnered with Ireland-headquartered bookmaker BOYLE Sports, making the operator an official betting partner of the club.
The deal represents another example of a Premier League side securing a commercial arrangement with a gambling firm despite tightening restrictions on shirt sponsorship.
BOYLE Sports re-established its Premier League presence just a month ago when it became Leeds United’s official betting partner across the UK and Ireland.
The bookmaker previously served as front-of-shirt sponsor for West Ham United during the 2025/26 Premier League season, and continues to hold that arrangement with the club.
West Ham’s relegation to the Championship has allowed that shirt sponsorship deal to continue, as gambling companies are no longer permitted to appear on the front of Premier League kits.
Rather than front-of-shirt exposure, the Forest partnership will see the BOYLE Sports brand “feature prominently at the City Ground through LED signage” throughout the campaign.
That LED advertising presence gives the bookmaker visibility to supporters inside the ground as well as Forest’s global broadcast audience watching the club’s matches each week.
BOYLE Sports also recently sponsored the pre-season friendly between Manchester United and Leeds United at Dublin’s Croke Park, an event branded as the BOYLE Sports Cup.
Forest fans are expected to benefit from unique fan activations as the bookmaker looks to ramp up its presence across the UK and Ireland more broadly.
Liam McKee, Head of Sponsorship at BOYLE Sports, said: “Nottingham Forest is a club steeped in football history, with an incredible connection to its supporters and community.”
McKee added: “We’re proud to become an Official Betting Partner and look forward to building a strong relationship with Forest and its fans.”
He continued: “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.”
Paul Bell, Chief Operating Officer at Nottingham Forest, said: “We are pleased to have BOYLE Sports join the Club as an Official Betting Partner for the 2026/27 season.”
Bell added: “Their strong presence across football makes them a good fit for us, and we welcome them to Nottingham Forest.”
Forest, twice winners of the European Cup, have firmly re-established themselves as a top-flight club since their return to the Premier League in 2022.
