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.

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