After this outlay, Evangelos Marinakis is aiming for Champions League football<\/a> as the club looks to grow on and off the pitch.<\/p>\n An aspect of this will be improving the club\u2019s sponsorship income so to understand this, Nottingham Forest News has spoken to football finance expert Kieran Maguire, who explained the mechanisms behind shirt sponsorships.<\/p>\n This season, the Reds are sponsored by Bally\u2019s, in a deal that only looks to last the 25\/26 campaign, leaving the commercial team to look for yet another replacement.<\/p>\n Forest\u2019s commercial income reached \u00a330m in the last financial year, when Kaiyun Sports were the club\u2019s front-of-shirt sponsor, but these regular changes to the sponsors aren\u2019t a strategy favoured by anyone in the industry.<\/p>\n Maguire explained: \u201cI think Forest would love to have long-term front-of-shirt partners. That\u2019s the feeling I get when I speak to commercial managers at clubs. The greatest number of sleepless nights is that period when they don\u2019t have a deal in place for the upcoming season.<\/p>\n We are delighted to confirm Bally’s, one of the world\u2019s leading entertainment companies, as the Club\u2019s new Front of Shirt Partner. \ud83d\ude4c<\/p>\n \u2014 Nottingham Forest (@NFFC) August 5, 2025<\/a> <\/p>\n View Tweet<\/p>\n \u201cGoing forward, gambling sponsors will presumably be focusing on shirt sleeve deals as opposed to sleeve sponsorship deals. That creates a vacuum. No one quite knows what the value of shirt sponsorship is going to be without gambling partners in the mix. <\/p>\n \u201cSo if Forest can get a long-term deal, they will get guaranteed revenue, and then they don\u2019t have to worry in 12 months\u2019 time that the market rate has declined.\u201d<\/p>\n Amid the period of growth for Forest on the pitch, Marinakis<\/a> has also been securing positive revenue streams for the club away from player trading, with the City Ground<\/a> expansion also set to be lucrative.<\/p>\n The City Ground expansion will be lucrative for Nottingham Forest<\/p>\n Should Forest look to secure a long-term shirt sponsor, the expansion plans for the City Ground will be a good indication for brands that the Reds are a club moving in the right direction.<\/p>\n The current plans will expand the capacity of the stadium by 5,000 seats, with finance expert Adam Williams explaining the sizable impact that could have on revenue.<\/p>\n Speaking to Nottingham Forest News, he said: \u201cThis phase of the development might only be adding 5,000 in capacity in terms of the volume of seats, but it\u2019s going to have an outsized impact on revenue. If you\u2019re doing a pro-rata calculation, you\u2019d look at Forest\u2019s current matchday income, divide it by 30,000 then multiply that by 35,000 to see their matchday income when the new stand opens.<\/p>\n \u201cSo that would give them a little under \u00a317m in matchday income compared to the total in 2023-24, which was \u00a314.4m.<\/p>\n \u201cBut in reality, the value of the new stand is going to be much higher. There\u2019s surely going to be more of an emphasis on premium experiences and hospitality, for starters. They have already increased prices. I think by the time the new stand is open, they\u2019ll have a \u00a330m target all told, I suspect.\u201d<\/p>\n![\"Evangelos](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/GettyImages-2216560547-1024x682.jpg\")
Photo by Jon Hobley | MI News\/NurPhoto via Getty Images<\/p>\n