Hollywoodbets Extends Brentford Tie-Up for Five More Years

English Premier League side Brentford FC has locked in a fresh five-year agreement with long-time sponsor Hollywoodbets, keeping the South African bookmaker’s name tied to the club well into the future.

The pairing isn’t new — Hollywoodbets first linked up with the Bees back in 2020 — but the deal enters uncharted territory this season. For the first time since the partnership began, supporters won’t see the Hollywoodbets logo splashed across the front of the team’s jersey. That change isn’t specific to Brentford, though. It’s part of a broader shift across the English top flight, where clubs collectively agreed to phase gambling brands off the front of shirts, forcing roughly eight Premier League sides to line up alternative sponsors this summer.

Instead of walking away, the two sides restructured the arrangement. Hollywoodbets will now show up through pitch-side and in-ground advertising on matchdays, and the sponsorship still includes player access for marketing and content activations involving Brentford’s senior squad.

Speaking on the renewal, Brentford’s Adam Ward — head of partnership services — described Hollywoodbets as a partner that thinks in the long term, much like the club itself, and pointed to the seven-year relationship as proof of a genuine bond, particularly around the clubs’ shared community initiatives.

From the Hollywoodbets side, brand and communications manager Devin Heffer said the extension reflects genuine enthusiasm for the relationship, adding that although the logo is stepping back from the shirt front, the connection to Brentford hasn’t weakened. Heffer pointed to upcoming collaborative work through the Hollywood Foundation and the Brentford FC Community Sports Trust, along with continued fan-facing experiences tied to the club.

For South African football fans looking to get involved with Premier League betting, this renewal is another reminder of why Hollywoodbets remains such a fixture in the local betting scene. It’s a brand that regularly features among the top-rated South African betting sites on our rankings, thanks to strong odds, an easy-to-use app, and solid coverage of both international football and homegrown SA sport. A sponsorship like this — stretching seven years and counting — says a lot about an operator that’s built to last, not just chase short-term visibility.

What’s happening at Brentford reflects a wider pattern taking shape in English football. As shirt-front gambling ads disappear, operators aren’t retreating from the sport — they’re just finding new ways to stay visible, whether that’s through stadium signage, training kit branding, or grassroots and community tie-ins. Hollywoodbets’ decision to double down on its Brentford relationship, rather than scale it back, suggests the brand sees long-term value in football sponsorship that goes beyond just shirt placement — a strategy that continues to resonate with its South African audience.