Brentford Football Club has announced a one-year extension with Cazoo to continue as the club’s official sleeve partner.
Cazoo branding will again feature across all Brentford kits, including men’s first-team, women’s, junior and training shirts for the 2026/27 season.
Since first partnering in 2024, Cazoo says its presence across the Bees’ kits, matchdays and social content has accelerated its recognition as a challenger brand and market disruptor.
However it has been a long road back for the used car marketplace which crashed into administration in 2024.
Founded in 2018 by serial tech entrepreneur Alex Chesterman, Cazoo burst onto the scene with a mission to make buying a car as simple as buying any other product online.
The startup quickly became Europe’s leading online car retailer with around 5,000 staff and achieved unicorn status in record time in 2020, while an aggressive marketing campaign saw it sponsor everything from Premier League football clubs Aston Villa and Everton to darts, horse racing, snooker and fishing.
The company listed on the New York Stock Exchange in 2021 and grew revenues to £1.2 billion in 2022 as COVID produced a new army of online shoppers. However, as they returned to car showrooms, it then all went spectacularly wrong, leading to eventual administration.
In 2024 Motors, owned since 2021 by New York private equity house O3 Industries and Novum Capital – based in Frankfurt – acquired the brand.
In a ‘highly successful’ 2025/26 season, Brentford said the partnership helped drive significant traffic to Cazoo and greater exposure and leads for car dealers operating through Cazoo’s marketplace.
Cazoo chief marketing officer Lucy Tugby added: “Brentford and Cazoo are two challengers who refuse to play it safe. We’ve spent two years proving that a used-car marketplace can do things differently, and this partnership is the perfect stage to keep making that case.
“We’re not here to maintain the status quo, we’re here to make it work for car buyers. That means bigger campaigns, more fan moments, and using the reach of this partnership to send real traffic to the dealers who trust Cazoo to connect them with the right buyers. We’re only just warming up.”
During 2025/26, Cazoo offered Brentford supporters the chance to win a car alongside a range of exclusive experiences through their ‘Miles of Prizes’ campaign, including training ground tours and meet and greets with head coach Keith Andrews.
Headquartered in Richmond, Cazoo has continued to strengthen its commitment to Brentford’s community programmes designed to support opportunities for the development of young people across west London.
Most recently, Cazoo has organised half-term football tournaments and skills sessions led by Brentford FC Community Sports Trust coaches to give young players safe, inclusive spaces where they can enjoy their time off school.
Cazoo also demonstrated its investment into the future of Brentford with financial support for its Emerging Talent Centre, funding high-quality coaching for girls from U10s to U16s level.
In the coming football season, Cazoo will look to utilise Brentford as a key asset in a new brand campaign, launching this summer.
Alongside sleeve placement, Cazoo will continue to receive access to Brentford men’s and women’s first-team players for content creation, digital exposure on matchdays and across campaigns, and further opportunities to engage and inspire the local community with Brentford FC Community Sports Trust.
Brentford head of partnership services Adam Ward said: “We’ve been really impressed by Cazoo’s generosity with our fans and in the community. We’re totally aligned on that shared respect for our roots and that fearless, challenger mindset.
“It’s made this partnership so successful and I’m delighted that we can continue to build on everything we’ve achieved next season.”