Nottingham Forest, of English men's soccer's top-tier Premier League, have brought in real estate development firm Object 1 – based in Dubai – as a new commercial partner.
Through a global tie-up unveiled yesterday, Object 1 branding will appear on the fronts of the Nottingham Forest academy teams, while it will also be displayed on LED advertising hoardings at both the club's main City Ground stadium in Nottingham, as well as its Nigel Doughty Academy facility.
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This partnership has been described by the East Midlands club as "a long-term relationship."
The partnership will also entail both parties "collaborating on exciting content campaigns," with the aim of engaging worldwide supporters.
It also continues the trend of Dubai real estate firms tying up with Premier League sides. Sobha Realty, for example, holds training ground naming rights for heavyweights Arsenal, through a February 2024 tie-up valued by GlobalData Sport at $12.5 million annually.
Damac, meanwhile, put a long-term, global partnership with Chelsea in place in April.
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By GlobalDataLina Souloukou, chief executive at Nottingham Forest, has now said: "Object 1 is an exciting brand within the real estate sector in Dubai, which is growing rapidly and is passionate about delivering high-quality, sustainable, and affordable developments for its communities. Our values align strongly, and we’re delighted to welcome another internationally renowned organisation to the Forest family for years to come.”
In terms of the club's other major commercial partners, US gaming operator Bally’s became their men's team's new front-of-shirt sponsor for the 2025-26 campaign in early August.
This season sees Forest competing in UEFA continental competition – via the second-tier Europa League – for the first time since the 1995-96 season.
Other club partners include the likes of Adidas (kit provider), E.On, and Ideagen.
Egor Maslennikov, Object 1's chair and founder, added: "We look at this partnership with great optimism and believe it’s just the beginning. Together, we aim to set new benchmarks, drive innovation, and create lasting value for people. For Object 1, this collaboration reflects our vision of aligning with global icons that share our passion for excellence."
