Brentford FC and Hollywoodbets have extended their collaboration, with the latter now gaining front-of-shirt sponsorship.
Prior to the extension, Hollywoodbets served as The Bees’ back-of-shirt sponsor under the terms of an initial agreement signed in November 2020. The expanded deal will see the Hollywoodbets’ logo appear on the front of the team’s new 2021/22 kit.
The South African betting operator has lauded the extended and enhanced contract as an ‘exciting step’ in its international growth as well as for its branding and marketing, as Brentford makes its Premier League debut – and first game in the English top-flight for 74 years – against Arsenal on 13 August.
“After last season’s partnership with Brentford, and being part of their journey to the play-offs, we are proud to be a part of such a special football club,” said Devin Heffer, Hollywoodbets Brand and Communications Manager.
“We share similar values and we have the motivation to keep pushing ourselves to new heights. Continuing this sponsorship and debuting with The Bees on the front of their jersey in the English Premier League is a dream come true for us.
“This is a proud moment for our country, and for South African football fans, and we are excited to bring our customers closer to the most watched league in the world.”
Bretnford’s 74-year absence from the top-flight began with relegation in 1936, and has seen the West London club compete in 10 play-off finals in the second, third and fourth tiers of the English football system.
The club were able to secure their long-awaited return in May following a successful play-off final win at Wembley against Swansea City, joining Norwich City and Watford as the promoted teams that season.
Additionally, The Bees also secured the longest unbeaten run of the 2020/21 Championship season with 21 games undefeated.
“Our promotion to the Premier League means we are now broadcast in more homes around the world than any other league or competition,” said Jon Varney, Chief Executive at Brentford Football Club.
“This global platform creates an opportunity to grow interest in The Bees and for us to maximise commercial returns to reinvest in our squads. Whilst it is important to grow revenue it is also important to build relationships with organisations who share our values.
“Hollywoodbets have been with us on our journey to the Premier League and we are delighted they have decided to invest further and become our front-of-jersey sponsor.”