South African betting firm Hollywoodbets will no longer adorn the front of Brentford’s English Premier League shirt following the conclusion of the 2024/25 season.
The partnership initially spanned two seasons but was later extended for an additional two seasons. However, in April, Premier League clubs collectively decided to remove gambling sponsorship from the front of their match-day shirts by the conclusion of the 2025/26 season. Nevertheless, gambling brands may still appear on shirt sleeves and LED advertising after the deadline. Clubs can secure new shirt-front deals before that time.
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Eight top-flight clubs display gambling companies on their shirt fronts, collectively valued at approximately £60 million annually. This decision followed consultations involving the league, its member clubs, and the Department for Digital, Culture, Media, and Sport (DCMS), which were conducted as a component of the government’s continuous examination of gambling regulations. It makes the Premier League the first sports league in the UK to limit gambling advertising voluntarily.
Hollywood Bets’ Brand and Communication Manager, Devin Heffer, stated, “[The] English Premier League voted, it wasn’t implemented into law.” He confirmed their partnership would continue through the 2023/24 and 2024/25 seasons. Beyond that, they may explore opportunities for sleeve sponsorships or LED advertising boards with the EPL club, similar to their arrangements with Spain’s La Liga. Heffer also noted the strong relationship developed with Brentford during their partnership. Explore more on the hollywoodbet-brentford elimination.
