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Brentford has extended its Hollywoodbets partnership for another five years, highlighting how bookmakers are finding new ways to retain Premier League exposure after gambling brands were removed from the front of matchday shirts.
Hollywoodbets Stays in the Brentford Fold
Hollywoodbets will remain Brentford’s official betting partner under a new five-year agreement, extending a relationship that began during the club’s 2020/21 promotion campaign.
The South African bookmaker initially appeared on the back of Brentford shirts before becoming the club’s principal shirt sponsor following promotion to the Premier League.
That arrangement changed for the 2026/27 season after Premier League clubs voluntarily agreed to remove gambling sponsorship from the front of matchday shirts.
Rather than ending the partnership, Brentford and Hollywoodbets have reshaped it. The bookmaker will continue to receive exposure through matchday and stadium advertising, fan activations and promotional activity involving first-team players. Its Hollywood Foundation will also continue working with Brentford FC Community Sports Trust.
The renewal is particularly relevant to Hollywoodbets’ South African roots. Premier League football commands a large audience across Africa, giving betting operators an established platform for reaching customers well beyond the UK.
Betting Brands Find New Premier League Real Estate
The disappearance of gambling logos from shirt fronts has not ended the relationship between bookmakers and Premier League clubs.
The rules still allow betting companies to appear on sleeves, training kits and advertising inside stadiums, while clubs can sign operators as official betting partners.
Other deals are already following that model.
Betway has expanded its relationship with Manchester United, including branding on the club’s training kit. Betano has also partnered with Tottenham Hotspur, securing exposure across training wear, media backdrops, pitchside advertising and stadium screens.
For bookmakers, these deals offer plenty of screen time without occupying the front of a matchday shirt. Training footage, press conferences, social media content and stadium advertising can reach millions of supporters throughout a season.
That may also encourage more region-specific agreements. Instead of buying a single global sponsorship package, operators can target territories where they hold licenses and see the best opportunities for customer growth.
African Betting Market Remains in Focus
The Hollywoodbets renewal fits into a wider push by betting companies to connect their brands with European football audiences in Africa.
Premier League clubs offer operators an instantly recognisable marketing vehicle, particularly in markets where English football already attracts large television and online audiences.
For players, though, the practical value of these partnerships remains limited. A Premier League club badge might make a sportsbook more familiar, but licensing, withdrawals, odds, bonuses and customer service are rather more useful measures when deciding where to bet.
That distinction could become increasingly relevant as bookmakers move away from giant shirt logos and towards targeted digital campaigns and regional promotions.
Clubs Replace Gambling Logos Without Losing Betting Money
Premier League clubs have also had to find replacement shirt sponsors while trying to retain lucrative relationships with gambling operators elsewhere.
Brentford has turned to employment platform Indeed for its main shirt sponsorship, while keeping Hollywoodbets as a betting partner. It is a tidy example of the new commercial setup: a non-gambling company gets the shirt, while the bookmaker remains involved through other assets.
The same pattern is emerging elsewhere as finance, technology and tourism companies compete for shirt space previously occupied by betting operators.
That means the 2026/27 changes are looking less like a clean break between football and gambling and more like a reshuffling of the advertising board.
For Hollywoodbets, the calculation appears straightforward. Losing Brentford’s shirt front was not enough reason to abandon a Premier League relationship it has spent years building.
And for bettors watching from South Africa and other international markets, gambling brands are unlikely to become difficult to spot. They’re simply appearing somewhere else.
