Ex-PL CEO: Nottingham Forest likely to agree big-money cryptocurrency deal

Everton’s former chief Keith Wyness has claimed Nottingham Forest will have no problem moving away from gambling sponsorships when they are banned in 2026.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – backed Premier League clubs to secure alternative agreements with companies in the cryptocurrency, cybersecurity and artificial intelligence spaces.

Nottingham Forest’s shirt will be sponsored by Asian sportsbook Kaiyun Sports in the 2024-25 campaign despite receiving a warning from the UK Gambling Commission (UKGC).

Kaiyun is not licensed to operate in the UK and the club have been warned they face breaking the law if the site becomes available in Great Britain.

Gambling shirt sponsors will be outlawed for Premier League clubs for the 2026-27 season.

Forest are one of 11 English top-flight clubs to have such an agreement in place for the new campaign.

Nottingham Forest and Premier League clubs tipped for big crypto sponsorships

When asked about potential replacements for betting sponsors, Wyness told Football Insider‘s Insider Track podcast: “I think cryptocurrency, cybersecurity and AI are all areas we will see develop very quickly in football.

“There will always be a market for the eyeballs the Premier League is reaching.

“It will always be effective for sponsors.

“Not only can clubs have a shirt sponsor, but they can then have an activation strategy to reach fans and turn them into sales.

“The Premier League is still the big elephant. It’s way ahead of La Liga.

“I don’t see a problem for any club replacing a gambling sponsor.

“I don’t think they should’ve been banned, that’s my own opinion.

“There are enough developing areas to come in and replace it.”

In other news, Premier League could investigate Newcastle and Forest deal.

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