Brentford upgrades Indeed to principal shirt sponsor

Brentford have named Indeed as their new principal and front-of-shirt partner from the 2026-27 season, replacing Hollywoodbets as the club reshapes its top-tier sponsorship ahead of the Premier League’s move away from gambling brands on match shirts.Indeed will appear on all men’s and women’s first-team playing kits as well as academy matchday kits, with an expanded matchday presence at Gtech Community Stadium and across the club’s digital channels.The partnership is positioned around shared values on recruitment and talent, with Brentford and Indeed highlighting data-led decision-making as a common thread across performance and hiring.James Whitemore, Indeed chief marketing officer, said: “We’re thrilled to expand our partnership with Brentford. This has been a natural fit from day one.“At Indeed, we help people get jobs and employers find the right talent, enabling better matches and more efficient hiring. Like Brentford, we believe success comes from putting the right person in the right role, on the pitch, in business, or in a job.“We both also know the power of combining data and human insight to help drive better decisions. Brentford’s strong community is something we are proud to be part of. Football is powered by fans, their energy, loyalty and sense of community are what truly bring the club to life.“Through our expanded partnership, we’re excited to engage more deeply with Brentford’s passionate fanbase and with Premier League fans around the world, creating meaningful connections and opportunities that go beyond the pitch.”Indeed became Brentford’s official training wear and recruitment partner in July 2025, and the new agreement keeps that positioning while increasing the brand’s prominence on matchdays and in broadcast and digital exposure.Brentford said the expanded arrangement also makes Indeed the lead partner of Brentford FC Community Sports Trust, creating additional investment capacity for employability and community programmes delivered through the club’s charitable arm.Brentford chief executive Jon Varney said: “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, which has been driven by our shared belief in using data to inform smart recruitment and a commitment to talent development at every level of the organisation, both on and off the pitch.“Alongside this, Indeed’s commitment to supporting communities aligns closely with the work of the club through our Community Sports Trust, as we seek to create opportunities and make a positive difference to people’s lives in our local area.“We are looking forward to building on our work to date and the impact we can continue to deliver together for our fans and community.”The deal lands as Premier League clubs continue to reprice and reposition shirt sponsorship categories ahead of the 2026-27 shift, with Brentford opting for an upgrade path with an existing partner rather than a full market reset.