Brentford and the University of West London have come together to agree a three-year partnership which will see two of west London's largest organisations collaborating on working towards a better community.
The UWL logo will be on display in the Brook Road Stand at Griffin Park as well as on the back of the Bees’ shirts.
UWL and Brentford will host educational programmes that help forge bonds between the club and students, associated businesses and local organisations in Ealing and Hounslow boroughs.
Valuable work placements for undergraduates and opportunities to take part in matchdays at Griffin Park are just two possible joint projects.
Professor Anthony Woodman, UWL Deputy Vice-Chancellor told GetWestLondon: “We've got a mutual interest in making a difference to the community in this part of west London and so the deal we've done now is twofold.
“One is a straightforward long-term three year sponsorship deal which you see from the branding around the ground.
“That works for both parties but what's really innovative about what we're doing is how we're looking for opportunities for students at UWL to integrate with staff at Griffin Park and the new stadium.
“That's about giving students at the university a real world opportunity to use their skills into our local community through which the football club is the vehicle to help us make that difference.”
Brentford chief executive Mark Devlin is keen to strengthen the ties between two important cogs in the west London community.
He said: “We're not just looking at is as sponsorship partnership but we're looking at ways the club can work with the university and see if we can play a part in the curriculum and gain real life benefits after they've left the uni.
“It's not just the name on the shirt and how we can get the students to come along as fans and get the students to help support their local team and ways we can play a part in the education process.”
Over the last 10 years, both Brentford and UWL have been improving their reputations in the football and education sectors and Professor Woodman believes this partnership can help both grow.
He added: “It's a meeting of two important members of the community that have real aspirations that want to improve and develop ourselves.
“We know what pride that brings to this part of west London. We think working in partnership strengthens that and makes people realise that around Brentford, Hounslow is a great place to live, work and study.”
Professor Woodman continued: “It’s a delight that we’re 58th in the Guardian league tables out of 120 or so universities in the UK.
“We’re really proud 97 per cent of our graduates are in a job within six months of completing their study.
“Both of those statistics underpin what we do for the community. A significant number of students come from Ealing and Hounslow.
“Those guys are getting that education and are working with community players and getting a job that puts their skills into this part of west London.
“The university is improving its reputation. We’ve invested £150million over the last four years which will bring better graduates coming into the area and will bring more skilled businesses into the area and we work with the boroughs of Hounslow and Ealing.
“It’s a great place to be and we’re delighted the community is helping us.”
The Bees chief executive is also hoping that the partnership will allow both parties to continue the impressive strides they have made in recent years.
He explained: “We’re delighted the university have decided to go for a longer term deal. We’re massively impressed with the giant strides the university have made and they’ve won awards for the growth and for the club to work with the university is fantastic for the club and the students.
“There are so many ways we can use the partnership for the better of the community. Hopefully the deal will see us into the new stadium and beyond.
“Both organisations have aspirations to grow and develop and become better organisations. We are both major contributors to the local community, both economically and on a social point of view and the partnership with strengthen on that basis.”