Nottingham Forest land ‘really important’ £10m PSR boost
Nottingham Forest’s new front-of-shirt sponsor deal has provided a much-needed boost to the club’s revenue stream.
That is according to football finance expert Dan Plumley, who told Football Insider exclusively that the sponsorship value was “on a par with some of the biggest deals” outside of the top six clubs.
Since their promotion in the 2021/22 season, the Tricky Trees have been beset by issues remaining compliant with the Premier League‘s financial regulations.
Nottingham Forest sold Odysseas Vlachodimos, then signed Elliot Anderson in a double-deal with Newcastle last summer, with the transfers largely motivated by the league’s profit and sustainability rules (PSR).
Whilst last summer was chaotic and came down to the wire, this year’s PSR deadline was a calmer affair, as Nuno Espirito Santo‘s side avoided a sanction.
Nottingham Forest secure PSR and transfer boost
This article contains exclusive comment from Dan Plumley, a football finance expert and senior lecturer at Sheffield Hallam University.
But whilst the club avoided another brush with the Premier League, PSR continues to limit the business that teams can do.
Forest have agreed a deal worth an estimated £10million [The Athletic] for Bally’s Corporation to sponsor the front of their shirts this season.
Whilst the figure is a drop in the ocean for most clubs, the profit is what should be focused on, as it opens up the opportunity to continue doing transfer business.
Speaking to Football Insider exclusively, Plumley explained: “It’s really important.
“If you look at the value, and the value hasn’t been confirmed, but of course they were looking for £10m, and they’re said to be very happy with what they’ve got, so let’s assume it’s within range of that.
“That would be on a par with some of the biggest deals that we’ve seen outside of the big six for shirt sponsorship.
“The West Ham deal with Betway a couple of years ago was in and around £10m, it’s that kind of ballpark.
“It’s a very decent figure, in my view, if they have achieved £10m for that, and it does give them that extra money on the revenue line.
“That helps with PSR, which helps cover costs.
“All ends up, that looks like a pretty good deal for Forest if it is in that £10m region.
Nottingham Forest close to agreeing James McAtee deal
With a little bit of extra cash lining their pockets, the Tricky Trees may finally secure the services of a new number 10.
Mick Brown told Football Insider that Man City have slashed their asking price for James McAtee.
Forest have been interested in signing the 22-year-old for much of the window, and could agree a deal soon.
McAtee was one of the standout performers for England Under-21s in their victorious European Championship campaign this summer.