English Football League (EFL) Championship team Brentford FC has signed a two-year deal with South African betting operator Hollywoodbets as the team’s official betting partner.

The South African betting operator’s logo is set to feature on the back of the Brentford jersey for all of Brentford’s senior teams. Brentford Football Club Commercial Director James Parkinson was delighted with the agreement:

“Hollywoodbets plays a significant role in its communities, both in South Africa and abroad. Working with our award-winning community sports trust, the 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 community involvement. This partnership will provide both brands with exposure in different markets.”

In the same statement to the local press, Hollywoodbets brand and communications manager Devin Heffer expressed his optimism for the partnership. Heffer is hoping that South Africa’s love affair with soccer will help bolster support for the partnership. “This is Hollywoodbets’ first step into football sponsorship in the United Kingdom, which coincides with the opening of our online operations in the UK and Ireland,” he said.