It’s been an important year for Bally’s as they look to expand their business interests in the UK. Not only are their sites offering more slot games to their customers, they’ve also signed a sponsorship deal with Premier League Nottingham Forest.
Bally’s UK-facing betting brands such as Virgin Games, Jackpot Joy and BallyBet Casino will now be offering twenty of the impressive games from the Wazdan slots portfolio. This includes popular games such as Mighty Fish,’ ‘Blue Martin’ and Panther Grand Platinum Edition.’
The slots now available to play include special features such as the Hold the Jackpot bonus game and mechanics such as Sticky to Infinity and Cash Out.
The Chief Commercial Officer at Wazdan is Andrzej Hyla. Speaking about the deal, he said it was a “significant milestone for us, as it solidifies our commitment to expanding our presence in regulated markets.”
For Bally’s Interactive, they see the addition of the content as part of their plan to expand the variety of their content. Dezso Pazmany is their Director of Products Operation and commented that the addition of the portfolio “will be a big hit with our players.
It’s the latest big deal signed by Bally’s in 2025. Earlier this year, they signed a multi-year partnership to operate the Monopoly market in multiple markets. Bally’s have also enjoyed great success with their land-based casinos around the globe, Earlier this year, they acquired the Aspers Casino in Newcastle, England.
Bally’s Corporation recently published their Second Quarter 2025 results and they made for impressive reading. Their company-wide revenue was $657.5 million, an increase of 5.8% when compared to the previous financial year. In the UK, online revenue rose by 8.8% year-on-year.
Robeson Reeves commented: “Our second quarter results reflect milestone achievements and marked progress on our continued business transformation.”
Another way of spreading awareness about your business is signing sponsorship deals. The new Premier League season has just got underway and Bally’s Corporation have become the new front-of-shirt sponsors for Nottingham Forest.
It’s not been a great start to the new season for Forest who finished sixth in the Premier League last season. There’s already been two defeats and a change of coach. The midlands club will also be playing in the Europa League this season. That means the sponsorship will be seen throughout Europe in addition to English football competitions.
The Bally’s logo won’t just be seen on the front of the shirts but around the City Ground stadium too. Speaking about the deal, Robeson Reeves (the Chief Executive of Bally’s Corporation) described Forest as “an iconic club with a proud history and passionate fanbase.”
He added that makes the Premier League club “a natural fit for us.” The Chief Executive said that the sponsorship deal will see them collaborating “on initiatives that make a meaningful impact both locally and internationally.”
Evangelos Marinakis is the owner of Nottingham Forest. He welcomed the deal with Bally’s Corporation and said they are looking forward to working with them “on a number of exciting initiatives.”
The sponsorship deal is only for the 2025-26 Premier League season. There has been huge pressure placed on the sporting world for its links with gambling companies. The UK government has been introducing stricter regulation on the industry amid fears of the dangers of gambling harm.
While there have been calls for legislation to be introduced that would ban gambling companies from sponsoring Premier League clubs, no such moves have taken place. Instead, the Premier League have announced that a ban on front-of-shirt sponsorship by gambling companies will voluntarily come into force at the end of the 2025-26 season.
Clubs such as Fulham, Wolverhampton Wanderers and Bournemouth all have gambling companies sponsorship on the front of their shirts. Estimates calculate that the clubs could lose over half of their fair market sponsorship value when the ban commences.
That doesn’t mean the days of gambling companies sponsoring top clubs will be over. There are many other ways in which sponsorship deals can continue. For example, the companies can have their names on the sleeves of player’s shirts. Then there’s all the other sponsorship opportunities in the stadium and online.
It’s believed that the average Premier League sleeve sponsorship deal is only 39% of a front-of-shirt deal. It may be that such deals have increased value once the front-of-shirt ban comes into force.
Bally’s continues to expand their business in the UK. Signing more deals with content providers is likely in the future. The stricter regulation (particularly new maximum stakes for online slots) may provide some problems but the future still looks bright for Bally’s.
