Hollywoodbets has announced the  ‘exciting step’ of an extension of its agreement with Brentford FC, as the partners both make their debut Premier League appearances later this month.

As a result of the expansion, South Africa-based Hollywoodbets will become the front-of-shirt sponsor of the West London team, having served as the club’s back-of-shirt sponsor since November 2020.

“After last season’s partnership with Brentford, and being part of their journey to the play-offs, we are proud to be a part of such a special football club,” said Devin Heffer, Hollywoodbets Brand and Communications Manager.

“We share similar values and we have the motivation to keep pushing ourselves to new heights. Continuing this sponsorship and debuting with The Bees on the front of their jersey in the English Premier League is a dream come true for us. 

“This is a proud moment for our country, and for South African football fans, and we are excited to bring our customers closer to the most watched league in the world.”

Representing Hollywoodbets first jersey sponsorship deal with a Premier League club, the operator will benefit from substantial brand exposure in Brentford’s first top-flight fixture in over 74 years, against Arsenal on 13 August.

Jon Varney, Chief Executive at Brentford Football Club, remarked: “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 have 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-jersey sponsor.”