Brentford Extend Hollywoodbets Partnership For Five More Years

Brentford FC have agreed a new five-year partnership with Hollywoodbets, extending the Premier League club’s relationship with the South African betting operator.

Hollywoodbets will continue as Brentford’s official club betting partner, taking the partnership into a seventh year and securing its association with the club for a further five seasons. The agreement comes despite a significant change to the operator’s visibility. Hollywoodbets will no longer appear on the front of Brentford’s shirts from the 2026/27 campaign as the Premier League’s voluntary ban on front-of-shirt gambling sponsorship comes into effect.

Hollywoodbets Retains Brentford Presence

Hollywoodbets first partnered with Brentford in 2020 before becoming the club’s principal front-of-shirt sponsor from the 2021/22 season. Although that element of the agreement is ending, the renewed partnership will allow the operator to retain a presence through in-stadium and matchday branding.

The two organisations will also continue to collaborate on community initiatives, including Hollywood Heroes, which has previously recognised individuals making a positive contribution across West London.

Adam Ward, Brentford FC’s head of partnership services, 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.”

Community Initiatives To Continue

The renewed agreement will also involve further collaboration between the Hollywood Foundation and Brentford FC Community Sports Trust. Community youth coaches and volunteers will continue to receive hospitality experiences at the Gtech Community Stadium as part of the partnership.

Hollywoodbets brand and communications manager Devin Heffer said: “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.”

Premier League Betting Partnerships Evolve

The agreement illustrates how betting partnerships with Premier League clubs are changing ahead of the 2026/27 season.

Under the voluntary agreement announced by Premier League clubs, gambling companies will no longer appear as front-of-shirt sponsors from the beginning of the campaign.

The measure does not prohibit other forms of betting sponsorship, meaning operators can continue to secure commercial partnerships involving areas such as sleeves, training wear, stadium advertising and other club assets.

For Hollywoodbets, the new five-year agreement ensures its long-running association with Brentford will continue despite the end of its position on the front of the club’s playing shirts.