Charlton set to drop Allsports as shirt sponsor

The future of Charlton Athletic Football Club’s relationship with shirt sponsor Allsports has been thrown into doubt following the sporting-goods retailer’s financial difficulties.

The four-year deal, which is worth several million pounds, expires at the end of this season and sources say it is unlikely to be renewed after a breakdown in relations.

It was reported earlier this month that Allsports was forced to negotiate new agreements with its lenders after a collapse in trading left it close to breaching banking covenants.

The loss-making group, which is backed by 3i, has been looking for a new owner. It is thought to have sounded out a number of potential buyers, which were put off by the &£50m asking price.

Sales at the chain, which operates about 240 stores in the UK, slumped by 35 per cent earlier this year. Allsports reported a loss, after dividend payments, of &£1.2m to the end of January 2004.

Charlton Athletic won its first two games of the season. A spokesman declines to comment on the relationship, but says: “If both parties feel that four years is enough then we will be looking for a new sponsor at the end of this season.”

Allsports could not be reached for comment as Marketing Week went to press.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here