London.bet and Charlton Athletic Join Forces for the 2026/27 Season

London.bet partners with Charlton Athletic for the 2026/27 season, becoming the club’s Official Betting Partner and Men’s Back-of-Shorts sponsor.

London.bet is strengthening its connection with the capital’s football community after announcing a new partnership with Charlton Athletic for the 2026/27 Championship season.

The agreement will see London.bet become the club’s Official Betting Partner and Official Back-of-Shorts Partner for the men’s first team, with the brand appearing on the back of the team’s shorts across home, away and third kits, including goalkeeper strips, throughout league and cup fixtures.

The partnership brings together a London-focused betting brand and one of the capital’s established football clubs, creating opportunities to connect with supporters both on matchdays and beyond the pitch.

From visibility across The Valley to joint digital campaigns and supporter-focused activities, the collaboration will extend beyond the playing kit, with plans to develop the partnership throughout the season.

A Partnership Rooted in London Football

Football has a unique place in London’s identity, bringing together communities, generations of supporters and people who share a passion for their local clubs.

Charlton Athletic has long been part of that footballing landscape. Based in South East London, the club has built a loyal following around its history, traditions and home at The Valley.

For London.bet, the partnership represents an opportunity to build a closer connection with football supporters in the capital. By working alongside Charlton, the brand will become part of the matchday experience for Addicks fans throughout the 2026/27 campaign.

London.bet at The Valley

The Valley has been Charlton Athletic’s home for generations and remains a central part of the club’s identity.

With a capacity of around 27,000, the stadium welcomes supporters for home fixtures and provides the setting for the matchday traditions that make following a football club special.

Throughout the 2026/27 season, London.bet branding will feature across Charlton’s men’s first-team playing kit, with the logo appearing on the back of the shorts for league and cup matches.

The partnership also includes a prominent presence throughout The Valley. London.bet branding will feature on pitch-side and LED advertising, stadium screens and the backdrops used for post-match interviews and press conferences.

The brand will also appear across the club’s hospitality areas, on the front cover of home matchday programmes and within the partner section of Charlton Athletic’s official website.

Together, these placements will give London.bet a presence across different parts of the matchday experience, from the action on the pitch to the content supporters follow after the final whistle.

Why London.bet Partnered with Charlton Athletic

London.bet is a betting brand built around its connection to the capital, making Charlton Athletic a natural partner for its continued presence in London football.

The club's South East London roots and established supporter base provide an opportunity to connect with fans through one of the city's recognised football institutions.

Rather than focusing solely on visibility, the partnership creates scope for activity across the season, including digital content, supporter engagement and community initiatives.

Football remains a major part of the sporting landscape, with supporters following their clubs throughout the league campaign, cup competitions and transfer windows. Through its work with Charlton Athletic, London.bet will have a role in that wider conversation, connecting its brand with the people and experiences that surround the game.

The partnership also provides a platform for London.bet to develop its presence in the capital while supporting activities linked to the club and its local community.

Looking Ahead to the 2026/27 Season

The 2026/27 campaign marks the beginning of London.bet's partnership with Charlton Athletic, with opportunities to build a recognisable connection with supporters over the course of the season.

As the Addicks take on the challenges of the Championship and domestic cup competitions, London.bet branding will be visible across the team's kit, at The Valley and through the club's digital channels.

The focus will be on developing the relationship over time, creating opportunities for the brand to engage with Charlton supporters and become a familiar part of the club's wider matchday environment.

More Than Just a Sponsorship

A football sponsorship can offer more than a logo on a kit. At its best, it creates opportunities for a brand to connect with a club's identity, its supporters and the community around it.

For Charlton Athletic, the partnership adds another name to the club's commercial network as it continues its journey through English football.

For London.bet, it represents a step towards building stronger links with London's football community, with visibility across the club's playing kit, stadium and digital platforms forming just one part of the agreement.

As the 2026/27 season unfolds, the partnership will extend across matchdays, online content and supporter-focused activity, bringing London.bet and Charlton Athletic together throughout the campaign.

Because football is about more than the 90 minutes. It's about the clubs people follow, the communities they represent and the shared experiences that bring supporters together.