South Africa-based operator Hollywoodbets has been named official betting partner of English football club Brentford FC. 

Brentford, which currently plays in the EFL Championship, has signed a two-year deal with the South African operator, and will feature Hollywoodbets logo on the back of its home, away, and third kit shirts worn by the first team, B Team, and women’s squads. 

South Africa’s biggest bookmaker, Hollywoodbets has 85 betting shops in its home market, and has recently expanded to Europe, launching its online sportsbook in the UK and Ireland – where it also recently signed a sponsorship deal with the Dundalk Stadium horse and greyhound track. 

Discussing the partnership Hollywoodbets brand and communication manager, Devin Heffer, said:

“This is Hollywoodbets’ first step into football sponsorship in the UK, which coincides with the opening of our online operations in the UK and Ireland.

“We believe that having a Championship team associated with a local brand will generate greater interest and The Bees can expect an enhanced fan base from the Rainbow Nation.”

While commercial director at Brentford FC, James Parkinson, added:

“Working with our award-winning Community Sports Trust, Brentford Football Club has always been at the heart of its local community, so we look forward to a partnership with Hollywoodbets that shows a great deal of local involvement.”

AYO.NEWS says:

While sponsoring Brentford might not be the most glamorous of deals, this is notable as Hollywoodbets’ first foray into the world of English football betting sponsorship deals – an ecosystem with a future very definitely hanging in the balance. 

It’s also going to be interesting to see if Hollywoodbets can cut it in the brutal UK market. After all, it may be the biggest operator in its home South African market, but it’s going to be small fry in Britain, where the UK’s ever-changing compliance requirements, and massive competition, have already been enough to push out big brands in recent years. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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