Sources: Nottingham Forest could now miss out on £8m sponsor cash – ‘brutal’
Nottingham Forest could earn as little as £2million if they announce a front-of-shirt sponsor in time for the second half of the season, industry sources have told Football Insider.
Club chiefs believed they could get £10m before the start of their first Premier League season since 1998-99, meaning their hubris could ultimately cost them as much as £8m.
The Daily Mail reported earlier this month (7 October) that Forest rejected several offers of £5m per year in the summer, which analysts suggest is a good price for a newly-promoted side.
Football business insider and Intelly head of marketing Łukasz Bączek has now revealed that the club will be lucky to recoup half of that if they announce a six-month deal before 1 January.
“Even with good results, the club can count on no more than £2-2.5m for half a season,” he told Football Insider.
Forest allowed their deal with previous front-of-shirt sponsor BOXT to lapse at the end of their promotion-winning campaign.
It is understood that the Midlands club rejected a renewed offer from the boiler and air conditioning company in order to scour the market for a more lucrative commercial package.
Forest’s most recent figures, which were taken from the pandemic-hit 2019-20 campaign, show income of £5.6m from sponsorship and merchandising.
Commercial expert Bączek commented: “They overestimated their sponsorship assets. They wanted £10m, which is about as much as West Ham and Everton received last season.
“This is a very high amount for a newcomer in the league, even with the relative popularity and historic success of Forest.
“Results on the pitch have been brutal. Poor results are not going to be conducive to talks with new partners.”
Steve Cooper’s side have won just once in their opening 11 games this term and currently occupy 19th place.
In other news, finance guru claims Nottingham Forest have handed rivals “big advantage” as PR blunder analysed.