The London-focused betting brand will appear on the back of the men’s first-team shorts throughout the Sky Bet Championship campaign while launching fan activations and community initiatives.
London.Bet has announced a new partnership with Charlton Athletic, becoming the club’s Official Back-of-Shorts Partner and Official Betting Partner for the men’s first team during the 2026/27 Sky Bet Championship season.
Under the agreement, the London.Bet logo will feature on the back of the men’s first-team shorts across the home, away and third kits, including goalkeeper strips, for every league and cup fixture throughout the campaign.
The partnership brings together one of London’s historic football clubs with a betting brand built specifically for the capital, marking the beginning of a broader collaboration between the two organizations.
Significant matchday presence
As part of the deal, London.Bet will receive extensive matchday exposure at The Valley, Charlton Athletic’s 27,000-seat stadium.
The agreement includes pitch-side and crowd-facing LED advertising, mid-tier and control tower LED signage, big-screen advertising before, during and after every home league match, and branding on the club’s post-match flash interview and press conference backdrops.
The brand will also appear throughout the stadium’s hospitality lounges, on the front cover of every home matchday programme, and within the partner section of Charlton Athletic’s official website.
In addition, the partnership includes a programme of fan-focused activations and joint social media campaigns, with further community initiatives expected to be announced during the season.
Building a local connection
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. This agreement represents another positive step forward as we continue to strengthen our commercial portfolio and attract partners who share our ambition for the future.”
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 for activations that reward Addicks supporters throughout the season and campaigns that give something back to the area around The Valley.”
