Charlton Athletic is pleased to announce the appointment of Sporting Group International (SGI) as a key commercial partner to support the club in securing new sponsorships ahead of the 2025/26 season.
Headquartered in Birmingham (UK), SGI, is a leading specialist in sports partnerships and will assist the club in attracting new sponsors for its playing kit and other key commercial assets, building on the club’s growing momentum.
Charlton Athletic is currently pushing for a Sky Bet League One playoff spot, and as the EFL Community Club of the Year, the club continues to make a significant impact beyond football through its Valley of Dreams initiative. This transformative program creates life-changing opportunities for young people in South East London, providing access to sport, mentorship, and personal development.
Barry Higson, Head of Commercial at Charlton Athletic, commented:
"After a thorough selection process, we are delighted to appoint Sporting Group International to support the club in securing key commercial partnerships. Having known SGI personally for many years, I have full confidence in their ability to help us drive new sponsorship opportunities and grow our commercial revenue.
Charlton Athletic is on an exciting journey, with a rich heritage, a passionate fanbase, and a strong commitment to EDI and ESG initiatives. We are proud to offer forward-thinking brands the opportunity to partner with a club that not only delivers on the pitch but also makes a tangible impact in the community. We look forward to working closely with SGI to build meaningful, long-term partnerships that align with our values and ambitions.”
Ian Dutton, UK Managing Director at Sporting Group International, added:
"Charlton Athletic is a club with an incredible legacy and an outstanding reputation for community engagement. Brands partnering with Charlton aren’t just aligning with a football club—they’re becoming part of something special that drives positive change. We’re looking forward to introducing new partners to this great club and helping to enhance its commercial success."
SGI has extensive experience in securing commercial partnerships across global sport, having worked with multiple clubs, venues, brands, and federations. With offices in the UK, Germany, Spain, and India, SGI brings international expertise to support Charlton Athletic’s commercial growth.
Charlton Athletic and SGI are now in active discussions with potential partners eager to be part of this journey. Businesses looking to enhance their brand visibility and connect with a club that blends sporting ambition with social impact are encouraged to reach out.
For further information, please contact Taylor Ryan, Head of Sponsorshp at SGI taylor.ryan@sportinggi.com or call 0121 272 8386.
