Hollywoodbets To End Sponsorship With Brentford

South African betting company Hollywoodbets will no longer be on the front of English Premier League side Brentford’s shirt after the 2024/25 season.

The deal between the two entities was expiring in that season, having joined forces when Brentford was campaigning in the Championship.

It was an initial two-seasons contract and the deal was also extended for another two seasons.

But Premier League clubs collectively agreed in April to withdraw gambling sponsorship from the front of their match-day shirts by the end of the 2025/26 season.

However, after the deadline, clubs will still be able to continue featuring gambling brands in areas such as shirt sleeves and LED advertising. And clubs will be allowed to secure new shirt-front deals before the deadline.

Eight top-flight clubs have gambling companies on the front of their shirts, worth an estimated £60 million per year.

The announcement was followed after a consultation between the league, its clubs and the Department for Digital, Culture, Media and Sport (DCMS) as part of the government’s ongoing review of current gambling legislation.

The decision saw the Premier League become the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising.

“[The] English Premier League voted, it wasn’t implemented into law,” said Brand and communication manager of Hollywood Bets Devin Heffer.

“Obviously there was a white paper that went to parliament, so we are with them for at least 2023/24 and 2024/25 seasons and we will take it from there how we go.”

Heffer said they might look at the avenues of sleeve sponsorships or that of LED advertising board with the EPL club, as they are doing with Spanish LaLiga.

“We have developed an amazing relationship with them [Brentford],” added Heffer.

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“That means moving to sleeves or just being involved with branding, being an associate sponsor, we will cross that bridge when we get there.

“But so far we are with them on the front of their jersey and we are excited to carry on amazing success, having seen the club finish from 13th in their first season to finish in the top 10, to be the only team to beat Manchester City last season by doing the double over them is quite incredible.”

With Brentford’s avenue of being their front shirt sponsor ending soon, Hollywoodbets, which is betting company born out in Durban, has since taken over at rugby franchise, The Sharks for the coming years, in addition to the stadium naming rights of the iconic Hollywoodbets Kings Park Stadium.