Charlton Athletic FC commences search for shirt sponsor to replace pole-axed Allsports

Charlton Athletic Football Club has started the search for a new shirt sponsor – as first tipped in Marketing Week (August 25) – following the collapse of existing partner Allsports.

The club’s &£5m four-year deal with the sportswear retailer expires at the end of this season, but talks are already under way with several companies and the new sponsor could appear on Charlton’s shirts with immediate effect after Allsports was put into administration at the end of last month.

Charlton deputy chief executive Steve Sutherland told Marketing Week: “We are actively trying to replace Allsports and it’s possible we could bring someone in for the rest of the season. We have been talking seriously to two companies, but the sponsorship is still very much up for grabs.”

Administrator BDO Stoy Hayward confirmed last week that 1,300 Allsports staff had been made redundant and 92 stores out of a total of 264 closed with immediate effect. Allsports put itself up for sale earlier this year but could not find a buyer.

Sutherland adds that Charlton is “quite fussy” about finding a sponsor that will fit in with its image as a leading European club.

He confirms that the club has been in talks with a number of casinos, but adds that it is reluctant to sign up a gambling brand as its shirt sponsor. Sutherland says it is more likely that Charlton will agree a partnership deal that will allow one of the casinos to advertise on its perimeter boards.

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