Nottingham Forest Secures New Sponsorship Deal with Dubai’s Object 1 in Premier League Expansion Efforts

Nottingham forest Lands Dubai-based Real Estate Firm as New Partner

Published: October 5, 2025

Nottingham Forest Academy Team Branding”>

Object 1 branding will feature on Nottingham Forest academy kits as part of the new deal.

Nottingham Forest has announced a new commercial partnership with Object 1, a Dubai-based real estate development company. This global collaboration, revealed yesterday, marks a significant step in the club’s expanding commercial profile.

Strategic Partnership Details

Under the agreement, Object 1’s branding will be prominently displayed on the jerseys of Nottingham Forest’s academy teams. The partnership extends to include LED advertising placements at the city Ground stadium,the club’s primary venue,and the Nigel Doughty Academy training facility.

Club officials have characterized the tie-up as a “long-term relationship,” signaling a commitment to sustained collaboration and mutual growth. Plans are already underway for joint content campaigns designed to engage fans worldwide.

dubai Investment in Premier League Football Continues

This Partnership reinforces a growing trend of investment in English Premier League clubs from Dubai-based real estate ventures. In February 2024, Sobha Realty secured training ground naming rights for Arsenal in a deal estimated at $12.5 million per year by GlobalData Sport. Damac, another Dubai-based firm, established a global partnership with Chelsea in April, further illustrating the strategic interest in the league.

Club	Partner	Deal Type	approximate Value
Arsenal	Sobha Realty	Training Ground Naming Rights	$12.5M/year
Chelsea	Damac	Global Partnership	Undisclosed
Nottingham Forest	Object 1	Academy & Stadium Advertising	Undisclosed

Leadership Perspectives

Lina Souloukou, Chief Executive of Nottingham Forest, expressed her enthusiasm for the partnership. She noted Object 1’s rapid growth in the Dubai real estate sector and highlighted the synergy between the two organizations’ values. “We’re delighted to welcome another internationally renowned organization to the Forest family for years to come,” Souloukou stated.

Egor Maslennikov, Chair and Founder of object 1, echoed this sentiment, emphasizing the optimism surrounding the collaboration and a shared vision for innovation and excellence. “Together, we aim to set new benchmarks,” he added.

Forest’s Expanding Commercial Portfolio

This deal adds to Nottingham Forest’s growing roster of commercial partners. Earlier in August, US gaming operator Bally’s was named the men’s team front-of-shirt sponsor for the 2025-26 campaign. The club also maintains partnerships with established brands like Adidas (kit supplier), E.On, and Ideagen.

forest is currently competing in the Europa League, marking their return to UEFA continental competition for the first time since the 1995-96 season.

Did You Know? The Premier League is a major draw for international investment, with sponsorships and partnerships contributing substantially to club revenues.

Pro Tip: Understanding the commercial strategies of football clubs can provide valuable insights into broader marketing and branding trends.

The Growing Trend of Cross-Sector Partnerships in football

The fusion of sports and real estate, as seen with these Premier League deals, is a growing trend. It allows real estate firms to tap into the vast and passionate fan base of football clubs, enhancing brand visibility and reaching new markets. This strategy differs from customary sports sponsorship, focusing on a longer-term relationship and potential collaborative ventures.

Frequently Asked questions about Nottingham Forest’s Partnership

• What is the primary focus of the Nottingham Forest and Object 1 partnership? The deal centers around branding for the academy teams and advertising at the club’s stadiums.
• Is this a common trend in the Premier League? Yes, investments from Dubai-based real estate firms in Premier League clubs are becoming increasingly prevalent.
• What are the potential benefits for Object 1? the partnership provides Object 1 with increased brand awareness and access to a global audience of football fans.
• How long is the Nottingham Forest and Object 1 partnership expected to last? Officials have described the arrangement as a “long-term relationship”, suggesting a multi-year commitment.
• What other commercial partners does Nottingham Forest have? The club partners with Bally’s, Adidas, E.On, and Ideagen, among others.

What are your thoughts on the growing commercialization of football? Share your opinions in the comments below!

What potential financial implications could arise from Nottingham Forest needing to adhere to Premier League Financial Fair Play (FFP) regulations following the Object 1 sponsorship deal?

The Deal: A Deep Dive into the Nottingham Forest – Object 1 Partnership

Nottingham Forest has announced a significant sponsorship agreement with Object 1, a Dubai-based investment firm, marking a pivotal moment in the club’s Premier League ambitions. The deal, finalized on October 5th, 2025, will see Object 1 become the club’s official Premier League sponsor, prominently featured on the team’s shirts for the next three seasons. Financial details haven’t been officially disclosed, but industry analysts estimate the deal to be worth upwards of £60 million, a ample boost for the East Midlands club. This partnership signifies a growing trend of middle Eastern investment in English football, and specifically, a strategic move by Object 1 to enhance its brand visibility within a global sporting audience.

Object 1: Who are They and Why Nottingham Forest?

Object 1 is a rapidly expanding investment firm based in Dubai, specializing in real estate investment, technology, and venture capital. While relatively new to the high-profile world of football sponsorship, Object 1 has demonstrated a keen interest in leveraging sports partnerships for brand building and market expansion.

Several factors likely contributed to their decision to partner with Nottingham Forest:

* Growth Potential: Forest’s return to the Premier League after 23 years presents a unique opportunity to associate with a club on a clear upward trajectory.

* Global Appeal: The Premier League boasts a massive global fanbase, offering Object 1 unparalleled exposure to potential investors and clients.

* Strategic Alignment: Object 1’s focus on innovation and growth aligns with Forest’s own ambitions for sustained success.

* Untapped Market: Compared to the “big six” clubs, Forest offers a more affordable entry point for significant sponsorship investment.

Impact on Nottingham Forest: Beyond the Financials

The Object 1 sponsorship isn’t just about the money. It’s expected to have a ripple effect across the club, impacting several key areas:

* Player Acquisitions: Increased revenue will provide manager Nuno Espírito Santo with greater financial versatility in the transfer market, allowing him to strengthen the squad and compete at a higher level. Expect to see increased focus on Premier League transfers.

* Infrastructure Development: Funds could be allocated to upgrading the City Ground stadium and improving training facilities, enhancing the overall player and fan experiance.

* Youth Academy Investment: A portion of the sponsorship revenue could be directed towards the club’s youth academy, nurturing the next generation of Forest talent.

* Brand Enhancement: the partnership with a reputable international firm like Object 1 elevates Nottingham Forest’s brand image and attracts new fans and commercial partners.

The Broader Trend: Middle Eastern Investment in Football

Nottingham Forest’s deal with Object 1 is part of a larger trend of increasing investment from the Middle East into European football. Newcastle United’s takeover by the Saudi Arabian public Investment Fund (PIF) is the most prominent example, but other clubs, including Manchester City (backed by Abu Dhabi United Group), have also benefited from significant Middle Eastern investment.

this influx of capital is driven by several factors:

* Sportswashing: some investments are seen as attempts to improve the international image of countries with questionable human rights records.

* Economic Diversification: Investing in football is part of broader efforts to diversify economies away from oil and gas.

* Brand Building: Football sponsorships provide a powerful platform for promoting national brands and attracting tourism.

* Financial Returns: The Premier League is a highly lucrative league, offering potential for significant financial returns.

Potential Challenges and Considerations

While the Object 1 sponsorship is undoubtedly positive news for Nottingham Forest,it’s critically important to acknowledge potential challenges:

* Financial Fair Play (FFP): The club must ensure that its spending remains compliant with Premier League FFP regulations.

* Reputational Risk: Object 1’s business practices will be subject to scrutiny, and any negative publicity could damage the club’s reputation.

* Long-Term Sustainability: The club needs to develop a lasting financial model that isn’t solely reliant on sponsorship revenue.

* Fan Expectations: Increased investment will inevitably raise fan expectations,putting pressure on the team to deliver results.

Looking Ahead: Forest’s Premier League Future

The Object 1 sponsorship represents a significant step forward for Nottingham Forest as they strive to establish themselves as a consistent force in the Premier League. The financial injection will undoubtedly strengthen the squad and improve the club’s infrastructure. Though, success on the pitch will ultimately depend on astute management, effective player recruitment, and a strong team spirit. The partnership with Object 1 provides a solid foundation, but the journey to sustained Premier League success is just beginning. Fans will be closely watching to see how the club utilizes these new resources to achieve its ambitious goals.