Hollywoodbets extends its long-standing Brentford partnership for five years, shifting from shirt sponsorship towards betting rights, fan experiences and community initiatives.

Brentford FC has extended its partnership with Hollywoodbets for a further five years, with the South African betting operator continuing as the club’s Official Betting Partner.

The renewed agreement takes the relationship into its seventh season and ensures Hollywoodbets will remain closely associated with Brentford despite its logo no longer appearing on the front of the club’s shirts.

Hollywoodbets has played a significant role in Brentford’s recent commercial journey. The company initially joined as a back-of-shirt partner during the club’s promotion-winning 2020/21 campaign, before becoming front-of-shirt partner following Brentford’s arrival in the Premier League in 2021/22.

Partnership continues beyond shirt sponsorship

Hollywoodbets has remained Brentford’s front-of-shirt sponsor throughout the club’s Premier League journey, but the partnership is now changing following the introduction of the league’s ban on gambling brands appearing on the front of shirts.

Rather than ending the relationship, Brentford and Hollywoodbets have agreed a new five-year structure that maintains the bookmaker’s presence around the club.

Under the renewed agreement, Hollywoodbets retains rights to prominent in-stadium matchday branding, access to first-team players for meet-and-greet opportunities and use of the Gtech Community Stadium for matchday hosting.

The deal demonstrates how established betting partners are adapting their Premier League sponsorships by moving away from front-of-shirt exposure while maintaining broader commercial relationships with clubs.

Focus on Brentford supporters

Fan engagement will remain a central part of the partnership.

During the previous six years, Hollywoodbets has provided Brentford supporters with experiences including exclusive training-ground tours, first-team player meet-and-greets and opportunities to play on the pitch at the Gtech Community Stadium.

The bookmaker has also organised the annual Hollywoodbets Supporters’ Cup, which has become one of the partnership’s recurring fan activations.

These initiatives will continue under the new five-year agreement, with both organisations looking to create further experiences for Brentford supporters.

Brentford Head of Partnership Services Adam Ward highlighted the long-term nature of the relationship.

“Like Brentford, Hollywoodbets are ambitious and are always thinking long term,” Ward said.

“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.”

Increased community investment

The renewed partnership will also strengthen Hollywoodbets’ support for the Brentford FC Community Sports Trust, delivered through the Hollywood Foundation.

The two organisations have already collaborated on community programmes including Hollywood Heroes, an initiative recognising people who have made a positive contribution across west London.

Community youth coaches and volunteers recognised through the programme received hospitality tickets and opportunities to dine with senior Brentford representatives at the Gtech Community Stadium.

Ward said Hollywoodbets continues to share Brentford’s commitment to making a positive impact within their respective communities.

Hollywoodbets Brand and Communications Manager Devin Heffer also emphasised that the relationship with Brentford goes beyond shirt branding.

“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,” Heffer said.

“While our logo may no longer feature on the front of the jersey, the Brentford crest remains firmly on our hearts.”

Heffer added that Hollywoodbets is particularly looking forward to developing further community initiatives through the Hollywood Foundation and Brentford FC Community Sports Trust.

“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.”

The five-year renewal provides another example of how Premier League clubs and betting operators are restructuring established sponsorships following the front-of-shirt gambling ban, with Hollywoodbets choosing to maintain its long-term investment in Brentford through betting rights, stadium exposure, fan engagement and community programmes.

Source: Yahoo!Sports