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Brentford announce Hollywoodbets as new Principal Partner

Hollywoodbets extend partnership to appear on the front of The Bees' shirts for debut Premier League season

16 July 2021

Brentford Football Club is delighted to announce Hollywoodbets as our new Principal Partner.

Having partnered with the Club last season as our Official Betting Partner and back-of-shirt sponsor, Hollywoodbets has signed a new two-year deal which will see a bespoke Hollywoodbets logo feature on the front of Brentford’s First and B Team match kits, as well as all adult replica shirts for the new season.

Hollywoodbets and Brentford will both appear in the Premier League for the first time this season. To celebrate this exciting new chapter, and in recognition of our supporters’ fantastic backing during a challenging period, the first 1,000 fans to purchase 2021/22 replica shirts from the Official Bees Store will be offered free Premier League badge printing, thanks to Hollywoodbets. More details on this offer will be released soon.

Hollywoodbets is extremely passionate about the communities they work in - supporting over 100 grassroots football teams in South Africa. They marked the beginning of their partnership with us last year by donating to Brentford FC Community Sports Trust as part of their Golden Goals campaign and will continue that support for the forthcoming season.

From a single betting shop in South Africa two decades ago, Hollywoodbets is now the largest sports betting operator in that country with 86 shops, together with its leading online betting platform. The Hollywoodbets Brand was recently launched in the United Kingdom and Ireland with the licensing of online operations in those countries, and it is hoped that the strength of the unique Hollywoodbets Brand at home will be replicated in its aspiring entry into the global market.

With an extensive Sportsbook offering - utilising the newest technology, the best partners and the years of experience possessed by its team - Hollywoodbets aim to bring a personalised entertainment experience to its international customers.

In association with Hollywoodbets, we are pleased to announce a partnership with GAMSTOP, the UK’s free national self-exclusion scheme for online gambling.

Anybody worried about their gambling can visit gamstop.co.uk to exclude themselves from all online gambling sites in the UK for an initial period of six months, one year, or five years. The partnership will see Brentford sharing information about the GAMSTOP service across the Club’s social channels and by dedicating advertising space on matchdays in association with Hollywoodbets, to ensure that anybody who could benefit from the service is aware of it.

GAMSTOP will provide free ongoing training to Club staff to explain how the scheme can help vulnerable people within the local community.

Jon Varney, Chief Executive at Brentford Football Club, said: “Our promotion to the Premier League means we are now broadcast in more homes around the world than any other league or competition. 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 has 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-shirt sponsor.”

Hollywoodbets’ Brand and Communications Manager, Devin Heffer, added: “After last season’s partnership with Brentford, we are proud to be a part of such a special football club - one that not only has such a rich history, but one with such a passionate and loyal fan base. Becoming the front-of-shirt sponsor was an easy decision for us to make and a dream come true. On behalf of the whole team at Hollywoodbets, we would like to wish The Bees all the best for the upcoming season.”


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