Betting Brand Secures Partnership for the 2026/27 Sky Bet Championship Season
London.Bet has signed a partnership agreement with Charlton Athletic to become the club’s Official Back-Of-Shorts and Betting Partner for the 2026/27 Sky Bet Championship campaign. Under the agreement, the London.Bet logo will feature on the back of the men’s first-team shorts across all home, away, third, and goalkeeper kits during league and cup fixtures.
In addition to kit placement, the partnership grants London.Bet extensive visibility at The Valley. This includes pitch-side and crowd-facing LED advertising, mid-tier and control tower LED signage, and big-screen displays before, during, and after every home league match. Additional branding will appear on post-match flash interview and press conference backdrops, hospitality L-wrap displays, matchday programme covers, and the official club website.
Executive Perspectives
Alice Olney, Commercial Director at Charlton Athletic, stated:
“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.”
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.”
