London.Bet has signed a partnership with Charlton Athletic to become the men’s first team’s Official Back-Of-Shorts and Betting Partner for the 2026/27 Sky Bet Championship season.
Under the agreement, the London.Bet logo will appear on the back of the men’s first-team shorts across home, away and third kits, including goalkeeper strips, in league and cup fixtures during the campaign.
Charlton said London.Bet will also receive matchday and stadium visibility at The Valley, including pitch-side and crowd-facing LED advertising, mid-tier and control tower LED signage, and big screen advertising before, during and after every home league game. Additional placements include branding on post-match flash interview and press conference backdrops, L-wrap advertising in hospitality lounges, the front of home matchday programmes, and the partner section of the club’s official website.
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.”
