Three new commercial agreements involving Brighton & Hove Albion, Nottingham Forest and Hull City underline the increasingly varied nature of sponsorship in English football, with clubs leveraging partnerships across travel, betting and consumer brands as the new Premier League season gets underway.
Brighton & Hove Albion have extended their partnership with British Airways for a further three years, continuing a relationship built around BA Euroflyer’s operations from London Gatwick. The agreement will retain stadium branding and matchday activations, while also supporting community initiatives through the Brighton & Hove Albion Foundation.
Russ Wood, Chief Commercial Officer at Brighton & Hove Albion, said, “It’s been brilliant working alongside British Airways over the past three years. What really stands out is everything BA Euroflyer does off the pitch: their support for the Brighton & Hove Albion Foundation and their way of enhancing matchday experiences for our fans. Having a major airline operating right out of Gatwick is a huge benefit for our community and our travelling supporters, and we’re looking forward to seeing what we can achieve together over the next three seasons.”
Nottingham Forest, meanwhile, have added BOYLE Sports to their commercial portfolio as an official betting partner for the 2026-27 season. The bookmaker will receive branding at the City Ground, including LED advertising, as betting companies increasingly utilise alternative club assets following restrictions on front-of-shirt gambling sponsorships.
Paul Bell, Chief Operating Officer at Nottingham Forest, said, “We are pleased to have BOYLE Sports join the Club as an Official Betting Partner for the 2026/27 season. Their strong presence across football makes them a good fit for us, and we welcome them to Nottingham Forest.”
Hull City have also renewed their relationship with McVitie’s, with the British food brand becoming an official sleeve partner for the 2026-27 campaign. The agreement marks a return to the partnership and comes as Hull begin life back in the Premier League after a decade away from the competition.
Acun Ilicali, Hull City Chairman, said, “As a Club, we are delighted to welcome McVitie’s back to the Hull City family and to begin this new partnership with such an iconic British brand. After 10 years away from the Premier League, we are incredibly excited to be back, and it is fantastic to have McVitie’s alongside us. We look forward to working together to create some exciting moments for our supporters, both at home and overseas, throughout the upcoming season.“
The announcements arrive after an eventful opening weekend. Brighton defeated Aston Villa 4-0, Forest lost 1-0 to Leeds United, while Hull City produced the standout result with a 2-0 victory over Manchester United.
With Forest facing Liverpool, Hull meeting Coventry City and Brighton taking on Chelsea in Matchweek Two, the clubs will continue to combine on-pitch ambitions with increasingly sophisticated commercial strategies.
