Anshuman JoshiThis article contains information regarding the organisations enjoying a strong branding presence across Brentford Football Club’s physical and digital assets as their sponsors for the 2022-23 Premier League season.
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PRINCIPAL PARTNERS
Hollywoodbets
The South African betting firm first signed a two-year deal with the Bees as their Official Betting Partner in November 2020 in an attempt to expand into the British market. The deal granted Hollywoodbets back-of-shirt branding rights on the club’s matchday kits, right below the kit number.
In July 2021, Brentford FC extended this partnership in a new two-year agreement to make Hollywoodbets their Official Principal Partner, granting the betting firm front-of-shirt sponsorship rights for their men’s first-team and B-team matchday kits as well as all adult replica shirts.
In January 2022, it was reported that Hollywoodbets had expanded its partnership with Brentford FC to also become the front-of-shirt sponsor for their training and pre-game apparel as well as the feature on the uniform of the technical staff.
Gtech
The Worcester-based British home and lifestyle products brand signed a ten-year stadium naming rights deal with the club in July 2022. The Brentford FC home ground, therefore, is now called the Gtech Community Stadium.
Umbro
The Manchester-based British sportswear brand became the official kit supplier of the club ahead of the 2019-20 season, in May 2019, replacing rival German brand Adidas. The partnership between the two parties is currently set to run until 2023.
SafetyCulture
The Sydney-headquartered global operations platform was announced as the club’s Official Workplace Operations Partner and Official Sleeve Sponsor in July 2021 on a two-year deal.
Covering both the men’s and the women’s teams of the club, the deal sees SafetyCulture’s logo feature on the left sleeve of Brentford FC’s first-team and B-team matchday kits.
SafetyCulture also works with the club via its operations platform to help them with their day-to-day operations and to provide a “second-to-none matchday experience”.
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FOUNDER PARTNERS
University of West London (UWL)
The public university is a long-time supporter and an Official Stadium Founder Partner of Brentford FC. The agreement sees the two parties collaborate over several fan engagement activities and community-focused educational programmes.
Since January 2019, UWL also serves as the club’s official sleeve sponsor for their FA Cup matches.
Fuller’s (Asahi Breweries)
Asahi breweries signed a five-year deal with Brentford FC as an Official Stadium Founder Partner for their new home ground in September 2020. Apart from branding rights, the partnership sees Asahi’s drinking products made available at the Gtech Community Stadium.
One of Asahi’s subsidiaries, the Fuller beer and brewing business, has a long-standing association with the club, going all the way back to 1904, when Fuller donated to Brentford one of its apple orchards upon which Griffin Park was built.
Löfbergs
The Karlstad-based Swedish coffee roastery has been the Official Coffee Partner of the club since 2018, supplying them with their coffee products and equipment across their stadiums, offices and training facilities.
In August 2021, Löfbergs was announced as a Founder Partner of the club’s newly-opened Brentford Community Stadium. Apart from increased branding exposure, the deal sees Löfbergs work with the club to create co-branded content, matchday activations for fans, and also become more involved in community projects with Brentford FC Community Sports Trust and Hub at Gunnersbury.
PLATINUM PARTNERS
Utilita Energy
The British energy company became the Official Energy Supplier of the club in 2016, a deal that the two parties later renewed in March 2018, ensuring that Utilita oversaw energy supplication to Brentford’s former and current home grounds, Griffin Park and the Gtech Community Stadium, respectively.
Ahead of the 2020-21 season, Utilita acquired the front-of-shirt sponsorship rights for Brentford FC’s matchday kits, replacing real estate developer EcoWorld London, which had been working with the club on their new stadium.
Brentford and Utilita Energy extended their partnership in a new two-year agreement in July 2021, making the energy company a Platinum Partner of the club. The new deal is set to see Utilita Energy serve as the front-of-shirt sponsor for the club’s women’s first-team and B-team matchday kits as well as all child replica shirts, while also focusing on “educating young fans and their families on how to cut energy wastage”.
PensionBee
The London-based pension solutions provider became the Official Pension Partner of the club and an Official Supporter of Brentford FC Community Sports Trust in May 2021.
Apart from branding rights, the deal sees the two parties work on several activations and co-branded content. PensionBee also works with the club to help their fans become pension confident.
CoinJar
The Melbourne-based digital cryptocurrency exchange platform was announced as the club’s Official Cryptocurrency Partner and a new Platinum Partner in August 2021 on a two-year deal.
Apart from branding rights, the deal is also set to see CoinJar raise awareness regarding cryptocurrency among the Bees’ fans.
BlueJeans
The San Jose, California-based workplace video conferencing platform of Verizon was announced as Brentford FC’s “Official Virtual Meetings and livestreaming Events Partner” in October 2021.
Apart from branding rights across club assets, the partnership also entails BlueJeans offering Brentford fans a custom club-themed branding option “on the BlueJeans Events platform”.
IFX Payments
The London-based foreign exchange consultancy firm became an Official Club Supplier of Brentford FC in September 2018, a deal that saw IFX provide currency exchange support to the club. The two parties expanded upon their deal in September 2020, making IFX the Official FX Partner of the club.
In August 2021, IFX Payments was announced as an Official Platinum Partner of the club.
Brunner UK
The London-based furniture company was announced as the Official Contract Furniture Partner of the club in September 2021.
Apart from branding rights, the partnership entails Brunner providing furniture to the hospitality areas at the Gtech Community Stadium.
Hertings
Construction products manufacturer and supplier Hertings has had a long-time association with Brentford FC. Hertings currently serves the club as one of their Official Club Partners. It has also previously served as their front-of-shirt sponsor for the matchday kits.
OFFICIAL SUPPLIERS
The Shire London
The Seve Ballesteros-designed golf club has served as an Official Club Supplier to Brentford FC since February 2020.
Tom Davies
The British eyewear brand was announced as Brentford FC’s Official Eyewear Partner in September 2021.
Apart from branding rights, the partnership entails production of bespoke club-themed sunglasses.
The Turmeric Co.
The London-based turmeric functional drinks producer became Brentford FC’s Official Turmeric Supplier in June 2021. The Turmeric Co. supplies its products to the club’s senior and B-team squads.
The Hogarth Club
The Chiswick-based fitness club has served as an Official Partner to Brentford FC since November 2018. The partnership sees Hogarth provide access to its “state-of-the-art” facilities to the club’s first-team players. The two clubs also work together on several fan engagement activities.
Lucozade Sport
The British energy drink brand has been the Official Sports Drink of Brentford FC since September 2021.
Apart from branding rights, the deal entails Lucozade supplying its products to the club’s players for their “hydration and performance needs”.
OTHER PARTNERS
Oui Chef
The London-based fruit and vegetable wholesaler has served as the Official Fruit and Veg Partner to the club since December 2017. The deal sees Oui Chef provide early morning delivery of fresh produce to the club’s training ground.
Aosom
Operating across the UK and Ireland, online retailer homeware, kitchen, garden and outdoor, pet, office and car products Aosom was announced as an Official Club Partner of Brentford FC in August 2022 in a deal set to cover the seasons 2022-23 and 2023-24.
The deal also sees Aosom serve as an Official Trust Supporter to Brentford FC Community Sports Trust, via which the club carry out local-community-oriented projects.
Football Manager
Football Manager (FM) is an annually released football management simulator. It’s a game jointly developed by SEGA (Shinagawa, Tokyo-headquartered Japanese video game developer and publisher) and Sports Interactive (London-headquartered British video game developer).
FM was announced as an Official Club Partner of Brentford FC in November 2022. The partnership entails branding rights and a series of co-branded activations, with a fully-licensed Brentford FC featuring in-game in FM.
Referment
The Vauxhall-based fintech recruitment firm is the Official FinTech Recruitment Partner of the club as well as an Official Trust Supporter of Brentford FC Community Sports Trust since July 2021 on a two-year deal.
Ron Smith Recycling
The Hounslow-based family-run waste management company has been the Official Waste Management Partner of the club since July 2021.
Reliable Networks
London-based IT Managed Support and Security Services company Reliable Networks is a long-time sponsor of Brentford FC and serves as their Official IT Support Partner.
Apart from branding rights, the deal also sees the two parties work on several community initiatives.
Brentford FC last renewed their deal with Reliable Networks in a multi-year agreement in September 2017.
