The South African-based operator has signed a two-year deal with the English Football League (EFL) club, which will see its logo appear on the back of Brentford’s home, away and third kit shirts worn by the first team, B Team and women’s squads.
The deal sees Hollywoodbets expand its presence in the UK, recently launching its sportsbook in the region and in Ireland, after becoming the largest bookmaker in South Africa with 85 betting shops.
The sponsorship with Brentford, which began on 7 November during the Bees’ goalless draw with Middlesbrough in the Championship, follows Hollywoodbets signing a sponsorship deal in September with the horse and greyhound racing track, Dundalk Stadium in Ireland.
Hollywoodbets brand and communication manager Devin Heffer, said: “This is Hollywoodbets’ first step into football sponsorship in the UK, which coincides with the opening of our online operations in the UK and Ireland.
“We believe that having a Championship team associated with a local brand will generate greater interest and The Bees can expect an enhanced fan base from the Rainbow Nation.”
Brentford FC commercial director James Parkinson, added: “Working with our award-winning Community Sports Trust, Brentford Football Club has always been at the heart of its local community, so we look forward to a partnership with Hollywoodbets that shows a great deal of local involvement.”
