Six-figure Forest deal reflects growing trend

Last updated : 08 July 2009 By Forest
Announcing an initial one-year deal, a statement from the online gaming and betting firm's chairman, read: "I am delighted with the agreement to sponsor Nottingham Forest and to welcome Viv Anderson (as a Victor Chandler Football Ambassador) to the company.

"This deal means the Victor Chandler profile will be raised significantly in the UK, and comes at a great time with the imminent launch of my new website."

Once hidden behind the closed doors and frosted windows of the high street, the betting industry is now an everyday part of planet football.

Most professional clubs in the UK have their own official betting partner, to whom visitors to a club website are directed, while sponsorship, of clubs, events and leagues has provided a major boost to all three during tough economic times, with the industry proving itself seeming almost 'recession-proof'. Before Forest, Wolves were the latest club to announce such a sponsorship deal, with the online operator Sportingbet.

A lucrative sideline, similar to Anderson's, has emerged for former professionals and football 'celebrities' such as Jeff Stelling.

They adorn the shop windows of the big betting companies, appear in television adverts and give their tips to the newspapers.