Durban-based sports betting company, Hollywoodbets, has been named as the new principal partner and front-of-jersey sponsor for Brentford Football Club, a team based in the United Kingdom.

This will be the first time that a South African sports betting company logo will be spread across the front of a Premier Leaguejersey – and across televisions screens around the world.

Brentford FC will play in the top flight of English football for the first time since 1947.

The deal was announced by the two parties and is a major progression from Hollywoodbets' initial deal with Brentford in November 2020, which made the company an associate sponsor of the London side and resulted in its logo being used on the back of Brentford's jersey. Now, Hollywoodbets’ logo will appear on the front of Brentford's shirt.

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

“This global platform creates an opportunity to grow interest in the Bees and for us to maximise commercial returns to reinvest in our squads. While it is important to grow revenue it is also important to build relationships with organisations who share our values.

“Hollywoodbets has 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-shirt sponsor.”

Hollywoodbets’ Brand and Communications Manager, Devin Heffer, added: “After last season’s partnership with Brentford, we are proud to be a part of such a special football club."

"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."