Hollywoodbets has agreed a five-year extension with Brentford FC, maintaining its commercial relationship with the Premier League club after relinquishing the front-of-shirt position it held for five seasons.
The South African-founded sports betting operator will enter its seventh season with Brentford as the club’s official betting partner. Its rights include in-stadium matchday branding, player meet and greets and use of Gtech Community Stadium for hospitality events.
The revised arrangement reflects a wider change in English football sponsorship. Premier League clubs agreed in 2023 to remove gambling brands from the front of matchday shirts from the beginning of the 2026/27 season.
Betting partnerships remain permitted elsewhere, including stadium advertising and other commercial inventory.
Football authorities subsequently introduced a code of conduct for gambling-related agreements based on principles covering protection, social responsibility, reinvestment and sporting integrity. The code requires sponsorship activity to limit its reach among children and people at risk of gambling-related harm.
Hollywoodbets first joined Brentford as a back-of-shirt sponsor during the club’s promotion-winning 2020/21 Championship campaign. It became principal partner when Brentford entered the Premier League in 2021 and remained on the men’s first-team shirt until the end of 2025/26.
Recruitment platform Indeed has since become Brentford’s principal and front-of-shirt partner. Indeed had previously served as the club’s training wear and recruitment partner before expanding the agreement in April 2026.
The Hollywoodbets extension will continue supporter initiatives such as training-ground visits and the annual Hollywoodbets Supporters’ Cup. It also includes further work between the Hollywood Foundation and Brentford FC Community Sports Trust.
Brentford Head of Partnership Services, Adam Ward, said: “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 agreement demonstrates how betting operators can retain football exposure under the new front-of-shirt restriction by shifting investment towards stadium inventory, supporter engagement and community programmes.
Hollywoodbets also added esports betting to its product offering through a partnership with Data.Bet. The integration provides odds, streaming and risk management services covering more than 10,000 monthly events.
Hollywoodbets holds a British remote gambling licence and operates in the UK through Hollywoodbets International UK Limited
