The upcoming European fixture between Nottingham Forest and Danish side FC Midtjylland on Thursday, October 2, marks a truly historic moment for the club and the city. It will be the Reds’ first home match in a European competition in almost 30 years, ending a long hiatus and reigniting a passionate connection with continental football for both the club’s supporters and the local community. This occasion is more than just a football match; it is a milestone that has galvanized the city into action, inspiring a host of preparations and initiatives aimed at celebrating and capitalizing on this landmark event.
In anticipation of the game, the area around the City Ground—the iconic home of Nottingham Forest—has already started to transform. Bright red banners emblazoned with the club’s crest and the enthusiastic slogan “Europe Again!” have been installed on lampposts and around the stadium vicinity. These visual displays serve as a bold statement of pride and excitement, signaling to players, fans, and visitors alike that Nottingham Forest has returned to the European stage. The banners also help create an atmosphere befitting such a prestigious occasion, capturing the spirit of competition and community.
The impetus behind these preparations came largely through the efforts of Nottingham city Councillor Steve Battlemuch, a lifelong Forest fan and representative of Wollaton West for the Labour party. Over recent weeks, Battlemuch has been vocal in his push to improve the visual presentation of the stadium’s surrounding area in readiness for the European fixtures. He actively engaged with the council, urging them to make visible improvements that would enhance the matchday experience for both home supporters and visiting fans from across Europe. His persistence has paid off, with the banners now proudly displayed, and promises of further enhancements to come as the season progresses.
Councillor Battlemuch’s vision extends well beyond banners. He envisions transforming the journey from Nottingham Station to the City Ground into a vibrant, welcoming corridor that reflects the city’s rich cultural heritage and hospitality. His goal is to ensure that the area looks and feels like a gateway to a city that takes pride in hosting international visitors, thereby making a positive and lasting impression. This is particularly important given that European away fans often travel longer distances and stay for multiple days, providing a valuable opportunity for the city to showcase its attractions, amenities, and local businesses.
The significance of European football to Nottingham Forest and the city cannot be overstated. The club’s return to continental competition after nearly three decades is a testament to the team’s resurgence and ambition. It also presents a unique economic and social opportunity. European matches tend to draw larger and more diverse crowds, including passionate away supporters who contribute to the local economy through accommodation, dining, transport, and tourism. For a city like Nottingham, this influx of visitors is a chance to boost local businesses and promote the area on an international stage.
In addition to the banners, there have been calls for more practical improvements to the stadium environs. Battlemuch has suggested that the anti-terror barriers near Trent Bridge, currently utilitarian and uninviting, could be repurposed as canvases for art and decoration. Painting them in Nottingham Forest’s iconic red and white colors, covering them with slogans, or commissioning graffiti artists to create football-themed murals would not only beautify the area but also transform a security feature into a symbol of community spirit and local pride. Although these barriers will not be removed, the council has acknowledged the idea and placed it on a “wishlist” for future enhancements, signaling openness to creative solutions.
This approach mirrors practices seen in other European football cities, where welcoming atmospheres and vibrant street art contribute to the festive spirit of European nights. Councillor Battlemuch recently attended Forest’s Europa League away match against Sevilla in Spain and was struck by the warmth and hospitality extended to visiting fans there. The Spanish city’s bars, shops, and hotels were accustomed to regular visits from football supporters, creating a culture of welcome and celebration that Nottingham aspires to replicate. While Nottingham may not have Sevilla’s sunshine or climate, it can certainly aim to foster a similarly friendly and inviting environment.
The community’s excitement and preparations do not stop at the stadium gates. Nottingham City Council, in collaboration with the football club and other local stakeholders, is exploring various initiatives to greet and entertain visitors arriving in the city. Plans have been discussed for fan-friendly activities at key locations such as Old Market Square, Nottingham Station, and East Midlands Airport, designed to help create a memorable and enjoyable experience for away supporters and tourists alike. There are also rumors of installing football-themed signage along London Road and other approaches to the City Ground, further enhancing the sense that Nottingham is a city that embraces its sporting heritage and welcomes visitors.
The wider cultural and economic potential of these European fixtures has also been recognized by regional leaders. East Midlands Mayor Claire Ward shared a video message from the City Ground, welcoming visiting fans and encouraging them to enjoy the city’s cultural heritage, shopping, dining, and leisure options. She emphasized that hosting Europa League football is an excellent opportunity to raise Nottingham’s profile on the international stage, inviting visitors to explore the city beyond the stadium and create lasting memories.
This collaborative spirit between the football club, local government, and community representatives exemplifies how major sporting events can serve as catalysts for broader urban regeneration and civic pride. Nottingham Forest’s European campaign is more than a series of football matches—it represents a chance for the city to renew and enhance its public spaces, promote its cultural identity, and stimulate local economic growth. It’s a moment for Nottingham to shine, to show the world its warm hospitality, rich history, and vibrant community spirit.
The club itself has demonstrated its commitment by funding the creation and installation of the banners, underscoring the importance placed on this European journey. Meanwhile, Nottingham City Council has expressed pride in Forest’s achievements, with Council Leader Neghat Khan highlighting the boost that European football brings not only to the club but also to the city’s economy and reputation.
As the Reds prepare to welcome FC Midtjylland, and later other European clubs like Porto, Malmo, and Ferencvaros, the city stands ready to embrace fans from across the continent. These matches will bring a unique atmosphere to Nottingham, characterized by the excitement of continental competition and the mingling of diverse football cultures. Beyond the 90 minutes on the pitch, they offer an opportunity for cultural exchange, tourism, and community celebration.
Looking ahead, the legacy of this European adventure could have lasting effects. Enhanced infrastructure, improved public spaces, and a heightened sense of civic pride could continue to benefit Nottingham long after the final whistle blows on this season’s European campaign. It is a chance to lay the foundations for future success—both on and off the pitch—by positioning Nottingham as a city that values sport, culture, and international friendship.
In conclusion, Nottingham Forest’s return to European football is a landmark event that has reignited enthusiasm, inspired civic improvements, and presented the city with a rare opportunity to showcase itself to a wider audience. With passionate leadership from community figures like Councillor Steve Battlemuch, support from local government, and the determination of the club, Nottingham is poised to welcome Europe once again—not just as a football destination but as a vibrant, welcoming city ready to make a lasting impression.