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London.Bet has signed on as the official betting partner and back-of-shorts sponsor for Charlton Athletic‘s men’s first team, covering the club’s 2026-27 Sky Bet Championship campaign.
The parties framed the tie-up around geography. Thistle Bet Limited, which operates London.Bet under a Great Britain Gambling Commission license, positions the brand specifically for the capital, and Charlton’s South East London base gives the operator a direct link to that market.
“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,” said Chief Financial Officer Matthew Jones. “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,” he added.
London.Bet’s logo will sit on the back of the shorts worn by Charlton’s men’s first team in every league and cup match this season, spanning the home, away and third kits as well as the goalkeeper strips.
Aside from the kit, London.Bet’s branding will extend throughout The Valley, Charlton’s 27,000-seat home ground. The package includes pitch-side and crowd-facing LED boards, signage at the stadium’s mid-tier and control tower, and big screen placements before, during and after home league fixtures.
The operator will also appear on the backdrops used for post-match flash interviews and press conferences, on L-wrap displays in the hospitality lounges, on the cover of every home matchday programme, and within a dedicated partner section of Charlton’s website.
Charlton and London.Bet said they will roll out fan-facing activations and joint social media content throughout the campaign, with community initiatives tied to the partnership to be announced separately.
“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,” said Charlton Athletic Commercial Director Alice Olney.
“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,” said Olney.
“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,” she added.