Nottingham Forest Secures Two-Year Sponsorship Deal with Kaiyun Sports
Nottingham Forest Football Club has recently announced a two-year sponsorship deal with Kaiyun Sports. This partnership will see Kaiyun’s logo displayed on the front of Forest’s shirts for the first time during their Carabao Cup match against Burnley. Kaiyun Sports is a renowned digital sports platform that has partnerships with several other European clubs, including Real Madrid, Inter Milan, and Crystal Palace.
This sponsorship deal holds significant importance for Nottingham Forest as it is their first front-of-shirt agreement since their promotion to the Premier League. Last season, the club had partnered with UNHCR, the UN Refugee Agency, after failing to secure a sponsor immediately following their promotion.
However, some concerns have been raised about Nottingham Forest’s association with a company that promotes gambling in Asia. It is worth noting that Kaiyun Sports’ UK website, which includes a sportsbook and casino, is still under construction. Forest’s announcement of the sponsorship deal does not explicitly mention Kaiyun’s core business as gambling.
In response to these concerns, a Forest spokesperson stated, “We look forward to working closely with Kaiyun Sports on a number of exciting activations and initiatives to engage with new and existing audiences in Asia and across the world. Kaiyun Sports has a reputation for redefining the fan experience for global audiences of the Premier League and other dominant European leagues.”
So, what exactly is Kaiyun Sports? According to investigations writer Joey D’Urso, Forest’s press release describes Kaiyun as a “leading digital sports platform” but fails to mention its association with betting or gambling. However, in the UK, Kaiyun does not currently have a functioning website but claims that it is being built and will soon provide UK players with a brand new sportsbook and casino.
It is evident that Kaiyun is targeting consumers in China, as billboards around Nottingham Forest’s City Ground will feature the logo and some writing in Chinese Mandarin. While gambling is immensely popular in China, it is strictly illegal. However, foreign gambling firms like Kaiyun can access the UK market through a “white-label” agreement with another firm. In this case, Kaiyun has partnered with TGP Europe, based in the Isle of Man, which has similar agreements with various other Premier League sponsors.
Despite the Premier League’s voluntary ban on front-of-shirt gambling sponsorships from 2026, many teams still have “white-label” sponsors, including Aston Villa, Bournemouth, and Burnley.
This sponsorship deal with Kaiyun Sports presents an exciting opportunity for Nottingham Forest to expand its reach and engage with new audiences in Asia and worldwide. While concerns have been raised about Kaiyun’s association with gambling, Forest remains focused on the positive aspects of the partnership and the potential for enhancing the fan experience.
In conclusion, Nottingham Forest’s two-year sponsorship deal with Kaiyun Sports marks a significant milestone for the club since their promotion to the Premier League. Despite concerns about Kaiyun’s association with gambling, Forest is optimistic about the partnership’s potential to engage with new audiences and redefine the fan experience. As the team takes to the field against Burnley in their Carabao Cup match, fans will witness the Kaiyun logo proudly displayed on their shirts, symbolizing a new chapter in Nottingham Forest’s journey.