Contract details
Start date:
End date:
Status:
2020
2025
Principal partner
Inventory:
Leagues and Tournaments:
Front of shirt, Trainingwear, Pre-match kit
Brentford FC and Hollywoodbets: A Comprehensive Overview of Their Partnership
On November 6, 2020, Brentford FC announced its partnership with Hollywoodbets, South Africa’s leading bookmaker. The deal marked Hollywoodbets’ debut in English football, with the company’s logo featured prominently on the back of Brentford’s home, away, and third kits for the men’s, women’s, and B-teams. The agreement also included branding opportunities at the Gtech Community Stadium and collaborative community initiatives.
Community Initiatives and Charitable Contributions
Golden Goals Campaign: Supporting Community Sports
In the 2020/2021 season, Hollywoodbets introduced the Golden Goals Campaign, pledging £100 to Brentford FC Community Sports Trust for every goal scored by the team. By January 2021, Brentford had netted 20 goals across 13 matches, raising £2,000 for the Trust.
Hollywood Heroes Initiative
In the fall of 2021, Hollywoodbets launched the Hollywood Heroes Initiative, celebrating local heroes contributing to community well-being. Winners, such as “Refugees Welcome Hounslow,” were recognized for their impact and invited to Brentford matches. The initiative highlighted various charitable efforts, including refugee support programs and community outreach activities.
Grassroots Football Support
Hollywoodbets extended its community impact by supporting over 100 grassroots football teams in South Africa, demonstrating its commitment to the regions where it operates.
Enhancing Fan Engagement
Matchday Activations and Giveaways
Hollywoodbets actively engaged Brentford fans with innovative matchday events, such as a football freestyle competition with a prize of a £250 Brentford shop voucher. The brand also organized affordable away match trips for fans, including transportation and tickets for as little as £25.
Interactive Challenges and Digital Content
Hollywoodbets collaborated with Brentford players to create engaging content, including challenges hosted at Boom Battle Bar Ealing. These videos, shared on Brentford’s digital channels, showcased players competing in sports and fun activities, resonating with fans.
Match Previews and Player Ratings
As part of their digital integration, Hollywoodbets published detailed previews of Brentford’s matches and post-match analyses, including ratings of standout players.
Expansion of the Partnership
Principal Partner and Kit Sponsorship
In July 2021, Hollywoodbets became Brentford’s Principal Partner under a new two-year deal. The company’s logo moved to the front of the first-team and B-team kits, including adult replica shirts. Hollywoodbets further expanded its sponsorship in January 2022, adding branding to the club’s training and pre-match kits as well as technical staff uniforms.
🤝 We are delighted to announce @Hollywoodbets as the Club’s new Principal Partner.
— Brentford FC (@BrentfordFC) July 16, 2021
A bespoke logo will feature on the front of our First and B Team match kits, as well as all adult replica shirts for the new season.
➡️ https://t.co/oXwXFYV2f7
@HWbetsInt | #BrentfordFC 🐝 pic.twitter.com/wTgE8FjEFw
Continued Sponsorship for 2023/24 and 2024/25
Hollywoodbets extended its front-of-shirt sponsorship for the 2023/24 and 2024/25 seasons. In July 2023, Brentford unveiled a new home kit in collaboration with Umbro, blending tradition with modern design and prominently featuring the Hollywoodbets logo.
Hollywoodbets: Background and Global Reach
Hollywoodbets, also known as Hollywood Sportsbook, is a South African-based bookmaker operating in South Africa, Mozambique, Ireland, and the UK. The company offers a range of betting services across horse racing, football, cricket, rugby, tennis, and motorsports. With retail branches, an online platform, and a mobile-friendly site, Hollywoodbets caters to a diverse customer base.
Global Recognition
Hollywoodbets ranked 8th in the list of the top 50 gaming sites globally, as published by iGaming Business Magazine in March 2019. The company is renowned for its extensive betting options, including 1,582 lucky number draws weekly.
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