Football club Brentford FC reprimanded by regulatory body for promoting gambling towards children
In a surprising turn of events, Brentford Football Club (FC) has announced an extension of its partnership with South African betting company Hollywoodbets, despite the Premier League's ongoing efforts to phase out front-of-shirt gambling sponsors by the 2026/27 season.
The extension will see Hollywoodbets remain the club's main commercial partner for a fifth season, marking a significant milestone in the company's expansion of its brand presence, including sponsorship activities across various sports, notably including football clubs like Brentford.
However, the Premier League's announcement signifies a move away from gambling sponsorship on team jerseys, although other forms of gambling-related sponsorship and advertising remain permitted for now. Clubs partnered with gambling firms like Hollywoodbets will need to modify or end these deals or move sponsorship away from prominent kit placement by the deadline.
The decision comes amidst increasing scrutiny over gambling sponsorship in football, with the UK Parliament rejecting a proposal by Liberal Democrat MPs that sought to ban all gambling sponsorship in English football. The Premier League itself has voluntarily pledged to phase out front-of-shirt betting sponsors, indicating a shift towards stricter regulations.
The controversy surrounding the partnership between Brentford FC and Hollywoodbets escalated recently when the Advertising Standards Authority (ASA) upheld a complaint against the betting company for targeting children. A complainant, who was under 18, was presented with an ad for Hollywoodbets despite logging their age upon registration.
The Virtual Football League, where the ad was found, stated it does not select the ads that appear on its website and removed the ad upon becoming aware of the complaint. Hollywoodbets claimed that the offending ad was placed on the Virtual Football League site by its affiliate partner, Clever Advertising.
The ASA ruled that the ad must not be used again and instructed Hollywoodbets to ensure its ads are not targeted at under-18s. The ad was found to be in breach of three aspects of the CAP Code relating to non-broadcast advertising and marketing.
The incident comes at a time when football has faced criticism for promoting numerous gambling brands while issuing long bans to players who bet on the sport. England striker Ivan Toney was banned for eight months in 2023 while a Brentford player for placing more than 200 bets on football matches.
Due to the ban, Hollywoodbets will not be able to appear on the front of Brentford shirts after the coming campaign, marking a significant change in the club's commercial landscape. Brentford FC declined to comment on the matter.
Despite the controversy, the Premier League's approach to gambling sponsorship contrasts with countries like the Netherlands, where a strict government-enforced ban on all gambling sponsorship in sport has recently come into effect. In the English football context, the transition is more gradual and driven largely by league initiatives rather than a statutory ban.
- Brentford Football Club's partnership extension with Hollywoodbets allows the casino-games and gambling-trends company to maintain its role as the club's main commercial partner, with its sponsorship activities expanding not only in football but also in various other sports.
- The Premier League's announcement about phasing out front-of-shirt gambling sponsors creates a challenge for clubs partnered with gambling firms like Hollywoodbets, as they may need to modify or end these deals by the 2026/27 season or move sponsorship elsewhere.
- In recent times, the controversy surrounding Brentford FC's partnership with Hollywoodbets escalated when the Advertising Standards Authority upheld a complaint about targeted advertising towards under-18s in casino-games and casino-and-gambling.
- The English Premier League's approach to gambling sponsorship, while gradual and league-initiated, contrasts with countries like the Netherlands, which has imposed a strict government-enforced ban on gambling sponsorship in sports, a move that has recently come into effect.
