Brentford FC has confirmed a new five-year partnership with South African gambling firm Hollywoodbets, continuing a relationship now entering its seventh year.
The renewal keeps Hollywoodbets as the club’s official betting partner, though the deal comes with one notable change to their previous arrangement.
The 2026/27 Premier League season will be the first since 2021/22 in which Hollywoodbets does not appear on the front of Brentford’s shirts.
The change is a direct result of the Premier League’s incoming voluntary front-of-shirt sponsorship ban, which has reshaped commercial arrangements across the division.
Despite losing the shirt front placement, the deal demonstrates that betting operators are finding plenty of ways to maintain a prominent presence in top-flight football.
Across the Premier League, bookmakers have moved quickly to secure shirt sleeve deals, training kit partnerships, and official club partner arrangements similar to this one with Brentford.
Hollywoodbets will retain in-stadium matchday branding at Brentford’s ground, keeping the company visible to supporters attending games throughout the season.
The South African operator will also continue work on initiatives developed during the partnership, including Hollywood Heroes, a programme celebrating positive community figures across West London.
Adam Ward, Brentford FC’s Head of Partnership Services, spoke warmly about the renewed commitment from the gambling firm and what it represents for both parties.
“Like Brentford, Hollywoodbets are ambitious and are always thinking long term,” said Ward, adding that “we are very fortunate to have them as a partner and their commitment to the club over the years has been remarkable.”
Ward continued, stating that “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.”
The renewal illustrates how betting companies are adapting their sponsorship strategies in response to the Premier League’s new restrictions, rather than withdrawing from the sport altogether.
Anti-gambling campaigners who championed the front-of-shirt ban may find that bookmaker visibility in the Premier League remains substantial through these alternative commercial channels.
For Hollywoodbets, securing a five-year term signals serious long-term ambition in the UK market as competition among operators for high-profile football partnerships intensifies.
