Premier League side Brentford FC will continue its affiliation with Hollywoodbets despite the South African gambling firm being unable to stay on the front of the club’s shirts.
Hollywoodbets has re-signed as the Bees’ official club betting partner, continuing a relationship which is now entering its seventh year.
A change of course for Brentford and Hollywoodbets
The deal will last for another five years, but the 2026/27 season will mark the first time since 2021/22 in which the company has not been Brentford’s front-of-shirt sponsor.
This is due to the incoming voluntary front-of-shirt sponsorship ban in the Premier League, though anti-gambling campaigners may soon realise that betting firms will still be very much present in the world’s most-popular domestic football league.
A plethora of deals between bookmakers and Premier League sides have been signed, including shirt sleeve deals, training kit partnerships and ones like Hollywoodbets and Brentford’s official club partner deals.
In-stadium matchday branding will still be displayed, and Hollywoodbets will continue to work on previous initiatives, like Hollywood Heroes, which celebrated positive influences throughout West London.
“Like Brentford, Hollywoodbets are ambitious and are always thinking long term,” said Brentford FC’s Head of Partnership services, Adam Ward.
“We are very fortunate to have them as a partner and their commitment to the club over the years has been remarkable.
“Entering our seventh year proves the strength of the relationship and I’m very pleased to see that Hollywoodbets continues to share our commitment to making a positive impact within both our communities.”
The new deal is also set to benefit the Brentford FC Community Sports Trust through the Hollywood Foundation.
Community youth coaches and volunteers will continue to benefit from hospitality experiences at Brentford’s home ground, the Gtech Community Stadium.
Operators finding workarounds
It marks yet another deal between a gambling firm and a Premier League club as operators look to maximise visibility while navigating the abovementioned voluntary ban.
Despite the ban, Premier League viewers may even notice a further proliferation of gambling firms due to the wide range of partnerships which have been agreed over the summer.
For Hollywoodbets, any type of deal with Brentford still holds serious value.
Devin Heffer, Brand and Communications Manager for Hollywoodbets, commented: “The Hollywoodbets team has loved every moment of our journey with the Bees, and we are incredibly excited to be extending our partnership for another five years.
“While our logo may no longer feature on the front of the jersey, the Brentford crest remains firmly on our hearts.
“We are particularly looking forward to the community projects ahead through the Hollywood Foundation and Brentford FC Community Sports Trust, while continuing to create memorable experiences for the loyal fans who have made us feel so welcome over the past six years. We look forward to this next chapter and to continuing our journey alongside the Bees.”
