Brentford have been criticised as “careless” and “bonkers” after they launched their new kit with gambling firm Hollywoodbets as their front-of-shirt sponsor.

Brentford striker Ivan Toney was diagnosed with a gambling addiction and handed an eight-month ban from football earlier this year after being found guilty of breaching FA rules on gambling.

Hollywoodbets, a South African betting company, signed a two-year deal to sponsor Brentford’s shirts upon their promotion to the Premier League in 2021. On Tuesday, the west London side revealed their new kit for the next two seasons, which again will have Hollywoodbets on the front.

This decision has been criticised by The Big Step, a UK charity which aims to end gambling advertisement and sponsorship within football.

“You’d think after their star player has been severely impacted by gambling, Brentford would have taken the opportunity to move away from gambling sponsorship,” The Big Step campaign said in a statement to The Athletic. “It’s regrettable and careless that they haven’t.

“Next season, Ivan Toney will return to play for Brentford as a billboard for the addiction he is recovering from. That is not fair, not safe and frankly bonkers. It’s time for the government to step in and end all gambling advertising in football to protect fans and players alike.”

❤🤍🖤 pic.twitter.com/RBthTK0ZG5

— Brentford FC (@BrentfordFC) July 4, 2023

Football’s relationship with gambling has come under scrutiny in recent years. In last season’s Premier Legaue, eight of the 20 sides had gambling companies as their primary shirt sponsor. Media outlets, including The Athletic, have gambling adverts on their content too.

Following news of Toney’s ban in May, Brentford head coach Thomas Frank spoke about gambling sponsorships in football.

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“It’s not only Ivan,” Frank said. “He is an example for all in the football world to learn from. We also need to review the relationship between football and gambling. I don’t have the answer.

“For me in a perfect world, we don’t have gambling adverts. But I guess they’ll find a way to come in anywhere else so it will still be out there.

“If we have that, we need to look at what are good companies to support our club. The other part is you need to have money to run the club, how do we find that fine balance?

“That’s why I’m a coach and not a CEO. I know what I would pick on a personal integrity level. But I know it’s not that easy to take those decisions.”

On the launch of Brentford’s kit for the 2023-24 and 2024-25 campaigns, club chief executive Jon Varney said: “We are proud to have collaborated with Umbro in designing this bold but traditional kit. This will be the fourth kit we have rolled over in recent years.

“The two-year cycle not only ensures affordability for our fans but also aligns with our commitment to reducing waste and promoting a greener future for the next generation of Bees fans.”

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(Photo: Richard Heathcote/Getty Images)