Nottingham Forest, the top-flight English soccer club, have ended their long wait for a front-of-shirt sponsor after agreeing a two-year deal with Asian online betting firm Kaiyun Sports.
The deal will see the Kaiyun Sports logo featured on Forest's men's first-team shirts for the 2023-24 campaign.
The company’s branding debuted on the front of the team’s kit for their Carabao Cup second-round match against Burnley last night (August 30).
After being promoted back to the Premier League last season for the first time since the 1998-1999 campaign, Forest played the entire year without a shirt sponsor.
Boxt, the home heating systems and installation company, served as the club’s last primary sponsor during their promotion-winning season in 2021-22. That deal was valued at $1 million.
The UK-based firm claimed it had made a “multi-million-pound offer” to renew its contract but was not accepted by the club. It was reported that Forest chairman Evangelos Marinakis was holding out for a £10-million-per-year deal.
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From December last year, UNHCR, the UN Refugee Agency, had its logo featured on the team’s shirts.
Kaiyun Sports also has a partnership with Crystal Palace in the Premier League, as well as Spanish heavyweights Real Madrid and Italian giants Inter Milan. The company served as Aston Villa’s sleeve sponsor during the 2022-23 season.
With the Kaiyun agreement, Forest has become the eighth Premier League club to have a betting shirt sponsor this season.
The Midlands outfit joins AFC Bournemouth (Dafabet), Aston Villa (BK8), Brentford (Hollywoodbets), Burnley (W88), Everton (Stake.com), Fulham (Sbotop), and West Ham United (Betway).
Forest also became the latest team this season to sign a shirt sponsorship deal with a betting firm despite Premier League clubs recently voting to voluntarily ban front-of-shirt agreements with companies in the gambling sector from the start of the 2026-27 campaign.
Meanwhile, newly-promoted Sheffield United have unveiled Gtech, the home technology company, as their new sleeve sponsor for this season.
The Gtech logo first featured on the shirt sleeve of the team’s shirts during last weekend's 2-1 loss against Manchester City.
In addition, the two parties will collaborate on initiatives that promote education, technology literacy, and youth development.
The deal enhances Gtech’s presence in the Premier League as it holds naming rights to Brentford’s Gtech Community Stadium under a 10-year deal signed in July 2022.
Sheffield United recently announced a shirt sponsorship deal with Dubai-based global multi-asset broker CFI Financial Group on a one-year contract.
Elsewhere, West Ham United have agreed a new partnership with Tomket Tyres.
The company will become the club’s official tyre partner, with its branding to feature across the club’s LED pitchside perimeter advertising system.
Tomket will also benefit from digital and hospitality rights to engage with supporters on matchdays.
The Czech Republic-based tyre manufacturer will use the partnership to connect with West Ham fans and provide them with opportunities to experience matchday hospitality packages and win signed merchandise via its official social media channels.
In other Premier League sponsorship developments, Brentford have announced two new deals with Mascot Workwear and Visit Tampa, respectively.
As the club’s new official workwear partner, Mascot will provide clothing for staff on matchdays.
The Denmark-based company will also launch a content series on the club’s social media channels.
The partnership with Visit Tampa Bay, meanwhile, will see fan activations organized throughout the season.
The tie-up will include a Visit Tampa Bay matchday takeover in the new year, VIP hospitality upgrades for fans, a chance to win hospitality tickets, as well as opportunities for Brentford fans to enter a draw to win a trip to Tampa Bay.
Brentford watch parties will also be staged in Tampa Bay. The deal follows on from the club’s visit to the US for the inaugural Premier League Summer Series last month (July).