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Nottingham Forest Ready to Shift from Gambling Sponsors, Says Ex-Everton Chief

courtesy of footballinsider247.com

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Future of Football Sponsorships

Keith Wyness, Everton’s former chief, has voiced confidence in Premier League clubs’ ability to adapt to the forthcoming ban on gambling sponsorships. Wyness, who now runs a football consultancy, sees a bright future for clubs partnering with industries such as cryptocurrency, cybersecurity, and artificial intelligence.

Nottingham Forest’s Sponsorship Challenge

Despite a warning from the UK Gambling Commission, Nottingham Forest is set to be sponsored by Asian sportsbook Kaiyun Sports for the 2024-25 season. Kaiyun, currently unlicensed in the UK, poses a legal risk to the club if it starts operating in Great Britain. This comes ahead of the 2026 ban on gambling shirt sponsors in the Premier League.

Wyness Backs Alternative Sponsors

Discussing the issue on Football Insider’s Inside Track podcast, Wyness expressed his belief that the Premier League’s global reach would continue to attract lucrative sponsorship deals. He specifically mentioned the potential for cryptocurrency, cybersecurity, and AI firms to fill the void left by gambling companies.

The Premier League’s Attraction

Wyness highlighted the Premier League’s dominant position in the football world, far outpacing competitors like La Liga. He underscored the attractiveness of the league to sponsors due to its vast audience and the opportunities for activation strategies that convert fans into customers.

Controversy Over Gambling Sponsorship Ban

The former Everton CEO also shared his personal view that gambling sponsorships should not have been banned. However, he remains optimistic about the capacity of clubs to secure new partnerships in emerging sectors.

Transitioning with Confidence

With 11 English top-flight clubs, including Nottingham Forest, currently having gambling sponsorships, the transition will be significant. Wyness’s insights suggest that the clubs are well-positioned to navigate these changes successfully.

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