PensionBee deepens commitment to Brentford FC with new sleeve sponsorship

Brentford FC have officially extended their long-standing partnership with PensionBee, the UK’s leading online pension provider, for the 2025–26 season.

This renewal marks the fifth consecutive year of collaboration, underscoring a shared commitment to innovation, inclusivity, and community engagement.

Under the new agreement, PensionBee has become the official sleeve sponsor for Brentford’s Women’s and Academy teams. The fintech brand will also continue to benefit from in-stadium branding, matchday activations, and a comprehensive digital content strategy across both the men’s and women’s football platforms.

Speaking about the extension, Brentford’s Commercial Director, Fran Jones, said, “PensionBee have been a fantastic partner for us throughout our time in the Premier League. I’m delighted we can now extend our partnership into the 2025/26 season and that this extension sees them continue to play an active role in supporting our women’s teams. 

“PensionBee are a business and a brand that continues to innovate and grow, and we look forward to supporting them further during the coming season.”

Jasper Martens, Group CMO at PensionBee, added, “Since the start of our partnership in 2021, both PensionBee and Brentford have gone from strength to strength. We’re therefore thrilled to continue our support of the club’s men’s, women’s and academy teams, and are particularly proud to be sponsoring the sleeves of the women’s and academy kits in the season ahead. 

“Brentford’s commitment to inclusivity and community echoes our own values, and we look forward to building on our shared ambitions to drive positive change on and off the pitch.” 

Since the inception of the partnership in May 2021, PensionBee has become a key component of Brentford’s commercial landscape. The brand has previously featured on the men’s first-team shirt sleeves and served as the front-of-shirt sponsor for the B Team, Women’s team, and Academy sides. The collaboration has also delivered engaging fan campaigns and exclusive behind-the-scenes content, boosting brand visibility and audience connection.

This renewed alliance forms part of PensionBee’s broader strategy to promote financial education and pension awareness through sport. The company continues to leverage football’s mass appeal to connect with younger and more diverse audiences, making Brentford, a forward-thinking, community-focused Premier League club, a natural partner in that mission.

Brentford FC enjoyed a solid 2024–25 campaign, finishing comfortably mid-table in the Premier League and delivering strong performances in domestic cup competitions. The club also made waves in the transfer market, notably signing former England international Jordan Henderson, whose leadership and experience have brought maturity to Brentford’s midfield. Additional reinforcements, such as Antoni Milambo, Caoimhín Kelleher, and Michael Kayode, have further bolstered the team’s depth and creativity.

This on-field progress has translated into commercial momentum, with Brentford securing a series of high-profile sponsorship deals in 2025. New partners include Acronis, Bazooka Candy Brands, DeterTech, Joma Sport, Cazoo, Indeed, and Cynergy Bank, reinforcing Brentford’s status as one of the Premier League’s most exciting commercial properties.