Nottingham Forest has announced the continuation of its partnership with Ideagen, reaffirming a shared commitment to community upliftment, global visibility, and long-term impact through sport and innovation.
Founded and headquartered in Nottingham, Ideagen’s relationship with the club began in 2021, initially supporting the Academy and Girls’ development teams. The collaboration grew significantly in 2023 when Ideagen became the Official Sleeve Partner. This new extension will see the Ideagen logo continue to appear on the sleeves of Forest’s Men’s, Women’s, and Academy kits throughout the 2025/26 season.
Purpose Beyond the Pitch
This partnership goes far deeper than branding. At its core lies a mutual focus on empowering young people across Nottingham. A key initiative, the ‘Think Big’ programme, co-led by Ideagen and the Nottingham Forest Community Trust, has already engaged over 53,500 students across 82 schools in Nottinghamshire since its inception. The programme is designed to introduce secondary school students to the tech industry, broadening their horizons for future career paths and helping close the digital skills gap.
With Ideagen’s global growth trajectory — now supporting over 16,500 companies and employing more than 1,800 people worldwide — the partnership with Forest offers both local resonance and international reach.
Leadership Perspective
Paul Bell, Chief Business Officer at Nottingham Forest, highlighted the continued success of the partnership:
“This collaboration reflects our aligned values — community-driven, globally ambitious, and impact-led. As we prepare for our first European competition in three decades, the sleeve partnership with Ideagen brings real marketing muscle and reinforces our international brand presence.”
Ben Dorks, Ideagen CEO and lifelong Forest supporter, added:
“There’s real synergy between football and business — ambition, resilience, and performance. Our partnership with Forest is not just branding; it’s pride in place, purpose, and progression. We’re thrilled to be part of the club’s next chapter.”
Partnerships That Deliver Dual Impact
At 365247 Consultancy, we view this as a textbook example of a “tier-two brand powering tier-one purpose.” Ideagen doesn’t just gain international visibility from a Premier League platform — it becomes embedded in the social fabric of its home city. For Nottingham Forest, the deal adds substance to its corporate social responsibility (CSR) portfolio and strengthens its community roots just as it reclaims its European legacy.
Strategic Takeaway: Clubs seeking sustainable partnerships in the future should look beyond simple sponsorship metrics. Purpose-aligned B2B brands — especially those in fast-scaling sectors like tech or health — can become invaluable allies in elevating fan engagement, social impact, and commercial growth.
Let’s Build Your Next Purpose-Driven Partnership
Looking to create high-impact, community-aligned sponsorship models like Forest x Ideagen?
Reach out to 365247 Consultancy to explore how your club, brand, or league can design, pitch, and deliver partnerships that matter — both on and off the field. Let’s talk.
IMAGE: Nottingham Forest
