London.Bet named official back of shorts and betting partner of Charlton Athletic
Through the agreement, Addicks supporters will see the London.Bet logo on the back of the men’s first team shorts throughout the campaign, across the home, away and third kits, including goalkeeper strips, in every league and cup fixture.
The deal pairs one of the capital’s most historic clubs with a betting brand built for London and marks the start of a wider collaboration between the two.
As part of the partnership, London.Bet will receive matchday visibility across the club’s 27,000-capacity stadium, The Valley, including pitch-side and crowd-facing LED advertising, mid-tier and control tower LED signage, big screen advertising before, during and after every home league game, and branding on the club’s post-match flash interview and press conference backdrops.
The brand will also feature on L-wrap advertising throughout the stadium’s hospitality lounges, on the front of every home matchday programme, and within the partner section of the official Charlton Athletic website. A programme of fan-facing activations and joint social media content will run across the season, with further community initiatives to be announced.
Alice Olney, commercial director at Charlton Athletic, said: “We’re delighted to welcome London.Bet to Charlton Athletic as our official back of shorts partner and official betting partner. It’s always exciting to welcome a new partner to the club, and we’re looking forward to building a strong relationship together.
“This agreement is another positive step forward for Charlton as we continue to strengthen our commercial portfolio and attract partners who share our ambition for the future. It reflects the progress the club has made both on and off the pitch, and we’re pleased that London.Bet has chosen to be part of the next chapter of that journey.
“Having their branding feature on the back of our men’s first-team shorts provides a prominent platform, and we’d like to thank everyone at London.Bet for their support and trust in the club. We look forward to working closely together and building a successful partnership.”
Matthew Jones, chief financial officer at London.Bet, added: “Being part of a South East London club gives us the chance to do something genuinely local rather than just putting a logo on a kit. We have plans in place for activations that reward Addicks supporters through the season and campaigns that give something back to the area around The Valley. The aim is for the fans to know us for what we do over the season, not just for where our logo sits.”