Brentford have agreed a two-year extension to their partnership with Aosom UK, keeping the online retailer as a club partner until 2028. The deal continues a relationship that began in 2022 and will focus on deepening fan engagement through the Brentford FC app and in-stadium activities.
Adam Ward, the club's head of partnership services, confirmed the extension. He stated that the extension marks a fifth year of working with Aosom, a partner he described as a pleasure to collaborate with. Ward added that having a generous partner who understands the goal of making every supporter interaction special is wonderful.
The partnership will see Aosom continue to provide prizes and decorations for the club's 'Christmas with the Bees' event and run its popular half-time kicking challenge at the Gtech Community Stadium. Aosom, which sells homeware, garden, pet and car products, will also work with the club to reward fans digitally via the official app. The collaboration aims to boost awareness for Aosom's sub-brands HOMCOM, PawHut and Outsunny.
Arvind Panchmatia, Aosom's general manager, said the relationship had evolved into a genuine collaboration. He noted that what began as a method to reach a passionate fanbase is now a partnership focused on creating special moments for supporters, including pitch competitions and family events.
The news comes as Brentford sit seventh in the Premier League. Thomas Frank's side are unbeaten in their last five matches, a run that includes a win at Reading last time out. They face a significant test in their next fixture, a home match against Chelsea. Fans can check the full upcoming fixtures schedule and view the current standings on the club's official site. The extension with Aosom is set to run through the 2027-28 season.
More detail at Yahoo Sports
