Premier League side Brentford have signed a five-year deal with Hollywoodbets with the South African gambling company set to continue as the official club betting partner.
The new deal continues a long-running partnership that is now entering its seventh year, with Hollywoodbets having served as the club’s front-of-shirt sponsor since the 2021/22 season.
However, with Premier League clubs having recently voted to ban betting companies as front-of-shirt sponsors, Hollywoodbets will now appear across in-stadium matchday branding and other partnership initiatives.
Brentford are one of 11 top-flight clubs who have been forced to find a new sponsor for the front of their kits, with the likes of Aston Villa, Everton and Crystal Palace all finding new deals.
Like Brentford, some clubs have agreed deals for sleeve sponsors or training kits, as Manchester United did with Betway earlier this month.
Speaking on the extended deal, Brentford’s head of partnership services Adam Ward said: “Like Brentford, Hollywoodbets are ambitious and are always thinking long term. 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.”
Devin Heffer, brand and communications manager for Hollywoodbets, added: “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.”
Hollywoodbets is a fully licensed UK sportsbook and online casino, regulated by the UK Gambling Commission.