Online sports betting and gaming brand Betway has signed a long-term agreement to become Nottingham Forest’s official betting partner. The deal sees the brand add Forest to its roster of football partnerships, which already includes several Premier League clubs and teams further afield in Europe’s top divisions.

Betway, owned by global digital gaming company Super Group, will see its logo featured on the LED advertising boards around the pitch at the City Ground during all Premier League, FA Cup, and Carabao Cup matches. In addition to branding rights, Betway announced that the deal provides a range of benefits to engage customers, including tickets, merchandise, and ‘play on the pitch’ opportunities.

Super Group CEO Neal Menashe commented: “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.”

Paul Bell, Chief Operating Officer at Nottingham Forest, added: “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.

“This partnership will bring new opportunities for our supporters, from matchday experiences to unique fan engagement initiatives. We look forward to working closely with Betway over the coming seasons.”

Betway stated that, as part of the partnership, it will also work closely with the club to deliver “best-in-class” training and initiatives as part of a joint and ongoing commitment to safer gambling.

Beyond football, Betway has established a portfolio of sponsorships in various sports, including tennis, cricket, basketball, and ice hockey.

Earlier this month, Super Group published its Q2 2024 results, calling the financial period as the “strongest quarter ever.” The company saw record revenue of €414.7 million ($452.4 million) in the quarter, representing a 9% increase year-over-year (YoY) from €380.8 million ($415.42 million) in the same period of 2023.

The group also provided an update on its exit plan for its US sportsbook product, as well as its maintenance direction for iGaming operations in the North American market.