Betway Joins Nottingham Forest as Official Betting Partner in Premier League Deal

New Partnership Expands Betway’s Premier League Presence

Betway has announced its official betting partnership with Nottingham Forest. This marks the fifth Premier League club to join Betway’s growing portfolio, alongside existing deals with West Ham United, Brighton and Hove Albion, Arsenal, and Manchester City.

As part of the agreement, Betway’s branding will be prominently displayed on LED advertising boards at Nottingham Forest’s City Ground stadium during all Premier League, FA Cup, and League Cup fixtures.

Focus on Fan Engagement

A key element of the partnership is enhancing the fan experience. Betway will offer a range of exclusive benefits to both new and existing customers, such as match tickets, merchandise, and unique opportunities like “play on the pitch” events.

These initiatives aim to strengthen the connection between Nottingham Forest supporters and the Betway brand by providing memorable, football-related experiences.

Neal Menashe, CEO of Super Group, which owns Betway, emphasized the importance of this collaboration, stating: “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.”

Nottingham Forest’s Perspective

Nottingham Forest has expressed its enthusiasm about the new partnership. Paul Bell, the club’s Chief Operating Officer, highlighted the mutual benefits of the deal: “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.”

Bell also noted that the partnership would provide fans with new experiences, both on matchdays and through broader engagement initiatives, adding value to the supporters’ overall experience.

A Growing Network of Betting Partnerships

Betway’s partnership with Nottingham Forest is the latest in its series of collaborations with prominent football clubs.

The company has long been associated with West Ham United, having secured a front-of-shirt sponsorship deal back in 2015.

More recently, Betway partnered with Manchester City just before the team’s pre-season tour of the US in 2023. However, the timing of that deal was notable, as it came after Betway’s announcement that it would be exiting the US betting market.

While the length of the Nottingham Forest agreement remains undisclosed, the club has confirmed that the partnership is set to last for the long term.

Regulatory Context and Additional Partnerships

This deal with Betway is Nottingham Forest’s second active betting partnership for the 2024/25 season. The club also has a shirt sponsorship arrangement with Asian bookmaker Kaiyun Sports.

However, this partnership has faced regulatory challenges, as the UK Gambling Commission (UKGC) advised both Nottingham Forest and Crystal Palace—another Kaiyun Sports partner—that the bookmaker is no longer licensed to operate in the UK.