BOYLE Sports Named Official Betting Partner of Nottingham Forest

^{Nottingham Forest's City Ground stadium, where BOYLE Sports branding will now appear on LED signage throughout the 2026/27 season. (Photo: Wikimedia Commons)}

BOYLE Sports has been confirmed as an official betting partner of Nottingham Forest for the 2026/27 Premier League season, the two organisations announced on 25 August 2026.

The agreement gives the Irish bookmaker LED signage at Forest's City Ground, putting its branding in front of supporters at the stadium and audiences watching around the world during Forest's fifth consecutive Premier League campaign.

Deal Extends BOYLE's Push Into English Football

The partnership follows BOYLE Sports' recent agreement with fellow Premier League side Leeds United and sits alongside the operator's continuing front-of-shirt sponsorship of Championship club West Ham United. It is the latest in a run of deals the bookmaker has struck with English clubs over the past year.

'Nottingham Forest is a club steeped in football history, with an incredible connection to its supporters and community,' said Liam McKee, head of sponsorship at BOYLE Sports, in a statement supplied by the club. 'We're proud to become an official betting partner and look forward to building a strong relationship with Forest and its fans.'

'This partnership marks another important step in our commitment to English football,' McKee added, in the statement announcing the deal.

Forest Cites Growth on and off the Pitch

Paul Bell, Nottingham Forest's chief operating officer, said BOYLE Sports' 'strong presence across football' made it a good fit for the club. The club framed the deal as part of a period of sustained growth, noting its men's first team is competing in a fifth consecutive Premier League season while its women's team enters its second season in the Women's Super League 2.

Betting-brand sponsorship remains common across English football despite periodic scrutiny of the practice, with operators such as W88's sponsorship of Burnley FC and a string of marketing tie-ins, including recent marketing deals between Florida's Seminole Tribe and pari-mutuels, illustrating how widely operators now compete for stadium and shirt visibility.

Latest in a Run of Premier League Tie-Ins

Forest's arrangement adds another top-flight club to BOYLE Sports' portfolio at a time when several Premier League and Championship sides have renewed or signed new betting-partner agreements ahead of the 2026/27 season. Neither club nor operator disclosed the financial terms of the Forest deal.

BOYLE Sports describes itself as Ireland's largest independent bookmaker, offering online sports betting, poker and casino gaming alongside its retail network. Its Leeds United agreement, struck earlier in August ahead of the new season, marked the operator's first tie-up with a second English top-flight club inside a matter of weeks, on top of the ongoing West Ham arrangement.

The BOYLE Sports branding is expected to appear at the City Ground from the start of the new season, with the club saying it looks forward to collaborating with the bookmaker 'throughout the upcoming season'. Neither party has indicated whether the arrangement extends beyond the 2026/27 campaign, but both statements framed it as the start of an ongoing relationship rather than a one-off activation.