What Nottingham Forest F.C. does

Nottingham Forest Football Club Limited is a privately-held English professional football club founded in 1865, headquartered at The City Ground, Pavilion Road, Nottingham (NG2 5FJ). It competes in the Premier League (men's first team), WSL2 (women's first team), and operates an Academy, B Team, and netball team. The club's primary sporting operations are led by Head Coach Oliver Glasner (men) and Tom Mallinson (women), with Oliver Glasner appointed for the 2026/27 campaign.

The club operates a diversified commercial platform built around eight revenue streams: matchday ticketing via eticketing.co.uk and the Ticket Exchange; tiered membership (MyForest Core £45, Young Adult £40, Junior Reds £30, International Reds £45, Plus £75, Pro £99 invite-only) with auto-renewal; Forest TV streaming (£5.99/month or £44.99/year) plus Forest TV+ with live audio commentary and per-match MatchPass pricing (£5.99 standard, £1.99 selected); premium hospitality across twelve named venues (Directors' Club, Trentside Lounge, Founders 1865, Robin Hood Suite, The Vault Experience, Museum Hospitality, Executive Boxes, The Boardroom, McGovern's Lounge, Garibaldi Lounge, Directors' Gallery, City Ground Suites); retail merchandise through an official online store and physical retail under an adidas kit partnership; stadium and museum tours (~£20 per ticket, 90-minute duration, max 20 per group); Premier League broadcasting rights; and commercial sponsorship across four Principal Partners (Bally's, adidas, Ideagen, Eon Next), four Global Partners (Object-1, Sokin, eToro, Strauss), and BMI Healthcare as Official Club Partner. The technology layer is a standard consumer digital stack: Stripe for payments, Cloudflare for security, OneTrust for consent, Google Analytics and PostHog for analytics, YouTube/Vimeo for video embedding, Google reCAPTCHA for bot protection, and Universe for tour bookings. Mobile apps are distributed via Apple App Store and Google Play. No proprietary AI/ML systems are disclosed.

The club serves a global supporter base segmented into individual fans, families with children, international supporters, and corporate hospitality clients, with fan engagement delivered through the official website, mobile app, Forest TV, social media (Facebook, Instagram, X, YouTube, TikTok), email newsletters, and the Matchday Messages Portal. Wholly-owned subsidiaries include the Nottingham Forest Community Trust (charity and community programs) and Nottingham Forest Lottery. Revenue is not publicly disclosed by the club, though Premier League broadcasting equal-share mechanisms and the multi-stream commercial platform support a diversified revenue base characteristic of mid-tier English top-flight clubs.

Name

Nottingham Forest F.C.

Legal name

Nottingham Forest Football Club Limited

Website

https://nottinghamforest.co.uk

Company type

Private

Founded year

1865

Operating status

Operating

Headcount range

51–100 employees

Short description

Nottingham Forest Football Club Limited is a privately-held English Premier League football club founded in 1865, based at The City Ground in Nottingham. It operates men's, women's, academy and netball teams, and runs a diversified commercial platform spanning ticketing, hospitality, retail, broadcasting, Forest TV streaming, MyForest membership, and stadium tours for global supporters.

Ownership category

akta.pro rank

Product category

Professional Football Club / Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

Keywords

• Professional football club
• Premier League football
• Matchday hospitality
• Football merchandise retail
• Sports streaming service

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain, Technology or R&D

Revenue model

1. Matchday Ticketing: Revenue from individual match tickets, season cards, and MyForest membership subscriptions providing ticket access priority.
2. Hospitality: Premium matchday hospitality experiences including Directors' Club, Trentside Lounge, Founders 1865, Robin Hood Suite, The Vault Experience, Museum Hospitality, Executive Boxes, and more. Also includes seasonal hospitality packages.
3. Retail Merchandise: Sale of official club merchandise including kits, training wear, accessories through online store and physical retail locations. 2026/27 adidas home kit featuring tonal red shades inspired by mist over River Trent.
4. Broadcasting Rights: Premier League broadcasting revenue from domestic and international TV rights.
5. Commercial Partnerships: Sponsorship revenue from principal club partners (Bally's, adidas, Ideagen, Eon Next), global partners (Object-1, Sokin, eToro, Strauss), and official club partners (BMI Healthcare).
6. Forest TV Subscription: Monthly or annual subscription for premium video content including full match replays, extended highlights, exclusive interviews, and live streaming of selected Women's and Academy games. Forest TV+ adds live match audio commentary.
7. Match Passes: Individual match streaming passes for pre-season friendlies and selected matches, priced per match.
8. Stadium & Museum Tours: Guided stadium tours of The City Ground, legend tours with former players, and museum access. Maximum 20 people per tour group.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Nottingham Forest F.C. is a professional football club that competes in the English Premier League, selling matchday tickets, season cards, and memberships through its MyForest program. The club offers premium hospitality experiences at the City Ground, official merchandise including adidas-manufactured kits, digital content via Forest TV streaming, and stadium and museum tours. Commercial partnerships and broadcasting rights supplement matchday and direct-to-consumer revenue streams.

Product overview

Nottingham Forest F.C. operates a multi-faceted sports entertainment and media business centered around its football operations (Men's First Team in the Premier League, Women's First Team in WSL2, Academy, and Netball). The club's digital products include Forest TV, a streaming platform offering live match streaming via MatchPass tiers and on-demand content, paired with an official mobile app. The MyForest membership program (Core, Pro, Plus, Young Adult, Junior Reds, International Reds tiers) provides supporter engagement through priority ticketing, retail discounts, and exclusive experiences. Hospitality services encompass matchday and seasonal packages across premium suites (Directors' Club, Trentside Lounge, Founders 1865, etc.). Additional offerings include Stadium & Museum Tours (standard and Legend Tours), the retail store for merchandise including the 2026/27 adidas Home Kit, ticketing via eticketing.co.uk with Ticket Exchange functionality, and conferencing/event venue hire at the City Ground.

Differentiator

Problem solved

Functional benefit

Brands

• Forest TV: The club's official live and on-demand video and audio streaming service accessed via the website and mobile app
• MyForest Membership
• Forest Women
• Forest Firsts
• City Ground

Products and services

• Forest TV The club's live and on-demand video and audio streaming service accessed via the Nottingham Forest FC website and mobile app. Offers match highlights, pre/post-match interviews, full match replays, women's and academy live streams, and exclusive content. Available as monthly (£5.99) or annual (£44.99) subscription.
• MatchPass Individual match streaming package allowing fans to watch specific live matches for a one-time fee. Prices vary per match (£5.99 for standard matches, £1.99 for some pre-season matches).
• MyForest Membership Supporter membership program providing priority ticket access across all home Premier League and cup fixtures, discounted cup tickets, access to the Ticket Exchange, exclusive retail offers, member competitions, invitations to club events, and discounts on Museum & Stadium Tours. Includes tiers: MyForest Core, Plus, Pro, Young Adult, Junior Reds, and International Reds.
• Stadium & Museum Tours Behind-the-scenes tours of the City Ground including access to player's tunnel, boardroom, and museum. Includes Legend Tours with former Forest players. Maximum 20 people per tour, approximately 90 minutes duration. Approximately £20 per person.
• Matchday Hospitality Premium matchday hospitality packages at the City Ground combining the club's heritage with matchday atmosphere and hospitality experience.
• Seasonal Hospitality Seasonal hospitality packages for the 2026/27 Premier League season at the City Ground, including various suite options.
• Official Mobile App Official Nottingham Forest FC mobile app available on Android and iOS for streaming video content, accessing Forest TV, tickets, and matchday updates.
• Ticketing Platform Online ticketing platform via eticketing.co.uk for match tickets, season cards, and membership access.
• 2026/27 Home Kit Home kit for the 2026/27 season featuring tonal shades of red inspired by mist rising from the River Trent. Features adidas CLIMACOOL technology with quick-drying doubleknit fabric. Available in men's, women's, and junior sizes.
• Official Retail Store Official online and physical store for Nottingham Forest merchandise including kits, apparel, and accessories.
• Conferencing & Events Conference and event hosting services utilizing City Ground facilities for corporate and private events.

Quantifiable outcome

• 99% of International Reds members successfully accessed tickets for home fixtures
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered principal, official global, official club and community.

• Bally'sprincipalGTM or Marketing PartnerPrincipal Club Partner and official casino/gaming partner. Bally's provides branding presence on club channels and official website.
• adidasprincipalGTM or Marketing PartnerOfficial kit supplier and Principal Club Partner. adidas designs and manufactures all official Nottingham Forest merchandise including the 2026/27 home kit featuring CLIMACOOL technology.
• IdeagenprincipalTechnology or IntegrationOfficial Principal Club Partner providing software solutions. Ideagen is a global governance, risk, and compliance software provider.
• Eon NextprincipalGTM or Marketing PartnerOfficial energy partner and Principal Club Partner. Eon Next provides energy solutions and branding presence.
• Object-1official globalGTM or Marketing PartnerOfficial Global Club Partner with branding presence on official channels.
• Sokinofficial globalGTM or Marketing PartnerOfficial Global Club Partner. Sokin provides payment solutions.
• eToroofficial globalGTM or Marketing PartnerOfficial Global Club Partner and trading platform.
• Straussofficial globalGTM or Marketing PartnerOfficial Global Club Partner. Strauss is a sportswear/apparel brand.
• BMI Healthcareofficial clubOthersOfficial Club Partner providing healthcare services. BMI The Park Hospital in Nottingham serves as a partner facility.
• Nottingham City CouncilcommunityOthersLocal government authority for Nottingham. Mentioned in privacy policy as data sharing partner.
• Rushcliffe Borough CouncilcommunityOthersLocal government authority. Mentioned in privacy policy as data sharing partner.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wolverhampton Wanderers F.C. Midlands Premier League club with similar fan-base geography, comparable recent commercialisation trajectory, and parallel position as a non-Big Six club competing for the same commercial and broadcasting pool.
• Aston Villa F.C. Midlands-based historic English Premier League club of comparable heritage, fan-base scale, and commercial tier. Both compete as non-Big Six clubs with their own historic stadiums and similar broadcast/sponsorship economics.
• Everton F.C. Historic English Premier League club with comparable fan-base scale, similar commercial revenue tier, and parallel structural cost-control / regulatory exposure under PSR. Both operate traditional own-stadium matchday models.
• West Ham United F.C. Traditional English Premier League club operating from a single dedicated stadium, with comparable matchday, hospitality, and broadcasting revenue profile to Nottingham Forest.
• Leeds United F.C. Historic northern English Premier League club of comparable heritage and fan-base scale, with parallel own-stadium matchday model and similar commercial-tier positioning.
• Leicester City F.C. Recent promotion-to-Premier-League trajectory mirrors Forest's pathway, with comparable commercial revenue tier and similar fan-engagement / membership economics at a non-Big Six scale.
• Crystal Palace F.C. Premier League club of similar commercial tier, fan-base scale, and own-stadium operating model. Both compete for the same mid-table Premier League economic pool and similar partnership categories.

Broad incumbents

• Manchester United F.C. Largest traditional Premier League club by global commercial revenue, broadcasting share, and merchandising — provides a benchmark upper bound for what a heritage English club can scale to in commercial monetisation.
• Tottenham Hotspur F.C. Premier League club with comparable Premier League tenure and stadium-centric matchday model, but operating with significantly expanded modern stadium capacity driving higher per-match hospitality and tour revenue.
• Liverpool F.C. Historic English Premier League club sharing similar European pedigree and traditional matchday revenue model, but operating at significantly larger commercial, broadcasting, and global fan-base scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/nffc
• YouTubeyoutube.com/@NottinghamForestFC
• Facebookfacebook.com/officialnffc
• Instagraminstagram.com/officialnffc
• TikToktiktok.com/@officialnffc
• LinkedInlinkedin.com/company/nottingham-forest-fc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nottingham Forest F.C.