Brentford FC has expanded upon its existing agreement with South African sports betting operator Hollywoodbets, with the latter gaining a front-of-shirt sponsorship deal.

Hollywoodbets will make its debut appearance on a Premier League jersey as a result of the extension, in the same season that The Bees will play their first fixture in the English top-flight in 1936.

The operator first formed a partnership with West London-based Brentford in November 2020, conducting a marketing campaign and securing a back-of-shirt sponsorship agreement.

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

“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.”

Brentford’s 74-year absence from the English top-flight – which has seen the team compete in 10 promotion play-offs throughout the second, third and fourth tiers – will end on 13 August with a fixture against Arsenal.

Devin Heffer, Hollywoodbets Brand and Communications Manager, added: “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. 

“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.”

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