Brentford and Hollywoodbets Renew Partnership — A Boost for South African Football Fans

Posted on: August 25, 2026 Last updated on: September 9, 2026

Written by: Renee Kingsley

South African punters have even more reason to follow the Premier League this season, with Hollywoodbets confirming an extended partnership with English club Brentford FC. The renewal keeps one of South Africa's best-known betting brands connected to English top-flight football for years to come.

The Hollywoodbets–Brentford relationship dates back to November 2020, but this coming season marks a shift: for the first time, the operator's branding won't appear on the front of the Bees' shirts. That's not a snub — it follows a league-wide move in which Premier League clubs voluntarily agreed to drop gambling logos from the front of matchday jerseys, sending at least eight clubs shopping for new shirt sponsors this summer.

Rather than step back, Hollywoodbets and Brentford have simply changed lanes. The partnership continues through in-stadium branding on matchdays, along with continued access to Brentford's first-team players for promotional activations and community work. Brentford's head of partnership services, Adam Ward, praised the operator's long-term commitment to the club, noting the strength of a relationship now entering its seventh year and the pair's shared focus on community impact.

Hollywoodbets' brand and communications manager, Devin Heffer, echoed that sentiment, saying the brand has valued every moment of its journey with the Bees and is thrilled to extend the partnership for another five years. Even without front-of-shirt placement, Heffer says the connection to the club runs deep, with more community projects planned through the Hollywood Foundation and the Brentford FC Community Sports Trust.

Why Hollywoodbets?

Deals like this highlight how sports sponsorship in football is evolving. With shirt-front gambling branding being phased out across the Premier League, partnerships are shifting toward matchday stadium visibility, community initiatives, and long-term brand association rather than jersey placement alone. Hollywoodbets' extended commitment to Brentford — now entering its seventh year — shows the kind of staying power that sets a trusted operator apart, giving South African fans confidence in a brand that's built for the long haul both on and off the pitch.

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