Brentford FC Announces Indeed as New Shirt Sponsor in Major Multi-Year Agreement
Brentford Football Club has officially confirmed that global jobs platform Indeed will become their new primary shirt sponsor starting next season. This significant multi-year partnership marks a strategic shift as the Premier League implements its voluntary ban on betting brands in prominent sponsorship positions.
Expanding an Existing Partnership
The agreement represents an expansion of the existing relationship between the west London club and Indeed, who have served as Brentford's training kit partner for the past year. Indeed will now feature prominently on the front of matchday shirts for Brentford's men's, women's, and academy teams, replacing current sponsor Hollywoodbets.
Brentford chief executive Jon Varney expressed enthusiasm about the enhanced collaboration, stating: "We are very proud to welcome Indeed to the front of our shirts from next season as we continue to grow the club's profile on both a local and global stage. This expanded partnership builds on an excellent first year working together."
Shared Values and Data-Driven Approach
The partnership aligns with Brentford's reputation as a data-led football club that has risen through the divisions to establish itself in the Premier League under the guidance of analytics expert and former professional gambler Matthew Benham. Both organizations emphasize using data to inform recruitment decisions and talent development strategies.
"Our shared belief in using data to inform smart recruitment and a commitment to talent development at every level of the organization, both on and off the pitch, has driven this partnership," Varney explained. He also highlighted the alignment between Indeed's community support initiatives and Brentford's Community Sports Trust work in creating local opportunities.
Premier League's Betting Sponsor Ban
Hollywoodbets joins numerous other gambling firms being replaced as primary shirt sponsors for the 2026-27 season following Premier League clubs' agreement to voluntarily remove betting brands from the prime partner position. This industry-wide shift has created opportunities for non-gambling companies like Indeed to establish prominent football partnerships.
A Natural Strategic Fit
The comprehensive agreement designates Indeed as Brentford's main partner, providing the recruitment platform with enhanced visibility at the Gtech Community Stadium and across the club's digital channels. Indeed, which boasts 645 million user profiles and serves 3.3 million employers across 60 countries, sees strong synergies with the football club.
Indeed chief marketing officer James Whitemore commented: "We're thrilled to expand our partnership with Brentford. This has been a natural fit from day one. Like Brentford, we believe success comes from putting the right person in the right role – on the pitch, in business, or in a job."
Whitemore emphasized the shared understanding of "the power of combining data and human insight to help drive better decisions" and expressed excitement about engaging more deeply with Brentford's passionate fanbase and Premier League supporters worldwide through the expanded partnership.
The collaboration represents a significant milestone for both organizations as they seek to leverage their shared values around talent development, data analytics, and community engagement while navigating the changing sponsorship landscape in English football's top division.
