Charlton Athletic FC, the EFL Championship club, have inked a new sponsorship pact with London.Bet, the UK sports betting company.
As part of the deal, the brand has become the men’s first team’s official back-of-shorts and betting partner for the 2026-27 season.
The deal includes London.Bet logo to appear on the back of the men’s first team shorts throughout the season, including home, away, and third kits for all league and cup matches.
London.Bet will profit from prominent matchday visibility at The Valley, which includes pitchside and crowd-facing LED advertising, mid-tier and control tower LED signage, big screen advertising before, during, and after every home league fixture, and branding on the club’s post-match flash interview and press conference backdrops.
The brand will also appear on L-wrap advertising in the stadium’s hospitality lounges, the front cover of every home matchday program, and the partners area of the club’s official website. Throughout the season, supporters can expect a variety of fan-focused activations and cooperative social media content, with additional community initiatives to be revealed in due time.
