What effect does a gambling partnership have on fellow sponsors?

Nottingham Forest recently announced a two-year sponsorship deal with TGP Europe-owned Kaiyun Sports. The East Midlands club has struggled to secure commercial sponsorship since its arrangement with BOXT expired at the end of the 21/22 season. It now joins Aston Villa, Crystal Palace, Real Madrid, and Inter Milan in partnering with the obscure gambling website. In this article, we take a look at what these partnerships mean reputationally for existing sponsors.

Since arriving in the Premier League, Nottingham Forest has been holding out for a £10m sponsor deal. That lofty evaluation is over double The Sponsor’s Fair Market Value for the club at £3.9m. Quite reasonably, potential partners were hesitant to invest in the inflated prices that betting companies have fostered.