Contents
Future of Football Sponsorship
Keith Wyness, Everton’s former chief, has put forward a bold proposition for Nottingham Forest and similar clubs: to draw in “big players” from the realms of cryptocurrency, cybersecurity, and artificial intelligence as shirt sponsors by 2025. This suggestion comes as a proactive measure in anticipation of the gambling sponsorship ban set for 2026.
Escalator Clause: A Strategic Move
On the Inside Track podcast by Football Insider, Wyness, who now operates a football consultancy, recommended that Forest should consider an “escalator clause” in sponsorship deals. This clause would start with a low initial fee, allowing the club to foster lasting relationships with tech firms before the prohibition of gambling sponsors kicks in.
Current Sponsorship Landscape
Nottingham Forest is currently sponsored by Asian sportsbook Kaiyun Sports, a deal nearing its end in under a year. With betting sponsors being a point of contention in the Premier League and their impending ban, Forest, along with 10 other English top-flight clubs, must seek alternative sponsorship avenues.
The Rush for Non-Gambling Sponsors
Wyness highlighted the urgency for “fore-sighted clubs” to secure partnerships with companies in emerging markets. He acknowledged that sectors like crypto, cybersecurity, and AI have not yet reached the level of maturity to rival gambling sponsors, but emphasized the importance of establishing sponsorships that will endure beyond the gambling ban.
Building Sustainable Partnerships
The strategy Wyness advocates involves offering potential tech sponsors an escalator clause, ensuring that the sponsorship fee increases annually in tandem with the growth of both the club and the company. This approach aims to attract significant players from the tech industry, ensuring a stable sponsorship future as the gambling sector fades from the football sponsorship scene.
Stay Updated on Nottingham Forest
For the latest news on Nottingham Forest, including exclusive updates and insights, fans are encouraged to follow dedicated social media channels and subscribe to new WhatsApp updates for real-time information sent directly to their phones.
