Charlton Athletic FC have today sealed the biggest sponsorship deal in the club’s history – linking up with sports retailer all:sports in a package worth up to £4.3m to the Premiership club.
all:sports have signed a four-year contract with the Addicks that establishes the largest independent sports retailer in the country as the Premiership club’s premium sponsor ahead of the start of the 2002/03 season.
Charlton plc chairman Richard Murray said: ‘We are absolutely delighted to be associated with all:sports and I believe it’s going to be a fruitful partnership for both parties. We are an ambitious club and are delighted to be involved with a partner that is equally ambitious. all:sports has already established itself as a major player in sports retail and the club’s aim is to match that on the pitch.’
all:sports will become Charlton’s shirt sponsor in the first year of the deal, with the company’s name adorning the front of the Addicks’ kit.
In the second year of the multi-million pound contract, the sports retail giant will also become the club’s venue sponsor – although the name of the stadium will remain The Valley – introducing such things as electronic perimeter advertising to the SE7 stadium.
Murray said: ‘Following the FA Premier League reduction in the level of advertising sold centrally by them – down next season from 55% to 30% – we now have the opportunity from the second year of the contract to identify the club more closely with one major brand.
‘The firm’s national network of stores is also very attractive to the club and this deal means a significant increase in the availability of Charlton merchandise to our supporters.’
He added: ‘A new home kit is now in production by Le Coq Sportif and will be available in mid-September. Our third black kit will become next season’s second kit and we will be announcing compensation measures for those supporters who purchased last season’s black kit in due course.’
all:sports chief executive David Patrick said: ‘We are delighted to be associated with a club of the stature of Charlton Athletic and look forward to a long and successful partnership. The South East is a very important strategic area for all:sports and to be associated with the biggest club in the South East and Kent makes sound business sense for us.
‘This agreement offers much more than just a straightforward sponsorship deal. We have more than 270 branches nationally and 65 of these are located in the South East. Indeed, a new store opens in Greenwich in August.
‘It is our intention to use these stores in the South East to promote our link with the club and to therefore become the sports retailer of choice for all Charlton supporters.’
Charlton’s new contract with all:sports concludes the club’s previous three-year sponsorship deal with Redbus, which has ended a year early by mutual agreement.
Richard Murray said: ‘I would like to take this opportunity to thank Redbus for their support during the past two very successful seasons for the club.
‘We have enjoyed an excellent relationship with Redbus, and in particular owner Cliff Stanford and his management team. I wish them every success for the future and they will always have a special place in the history of our club.’
Cliff Stanford, Redbus founder and managing director, said: ‘Charlton’s supporters, team and management have been phenomenal ambassadors for the entrepreneurial and ‘go-getting’ spirit that the Redbus brand embodies and I am incredibly proud of our association.
‘The management have been a joy to work with and I would welcome a chance to be involved with the club again. Meanwhile, I shall continue to consider myself an Addick and wish the team every success next season.’
For further information please contact:
Charlton press office
T: 020-8859 4765