London.Bet Named Charlton Athletic's Back-of-Shorts and Betting Partner for 2026/27
Charlton Athletic have named London.Bet as the men's first team's official back-of-shorts partner and official betting partner for the 2026/27 season.
The Sky Bet Championship club confirmed the agreement on its official website, putting the operator's logo on the back of the first-team shorts for every league and cup fixture.
London.Bet, a London-focused name among UK betting sites, will carry its branding across Charlton's home, away and third kits throughout the campaign, including on goalkeeper strips.
What the Deal Covers
The club said the operator will also take significant matchday visibility at The Valley, spanning pitchside and crowd-facing LED advertising, mid-tier and control tower LED signage, big screen advertising before, during and after every home league game and branding on the club's post-match flash interview and press conference backdrops.
According to Charlton's announcement, London.Bet will feature on L-wrap advertising in the stadium's hospitality lounges, on the front cover of every home matchday programme and within the partners section of the club's official website.
The club added that a programme of fan-focused activations and joint social media content will run across the season, with further community initiatives to follow.
Who Is London.Bet
London.Bet is a trading name of Thistle Bet Limited, a company registered in England and Wales with company number 16120667 and a registered office at 2 Alexandra Gate, Cardiff. The business is licensed and regulated in Great Britain by the Gambling Commission under account number 66162, according to its own site and the Commission's public register.
Alongside its sportsbook the brand runs an online casino, placing it among operators competing for players in the capital.
Why the Championship, Not the Premier League
The sponsorship arrives as the terms for gambling branding in English football shift. Premier League clubs agreed in April 2023 to withdraw gambling sponsorship from the front of matchday shirts from the 2026/27 season, a collective move that applies only to the top flight.
Clubs in the EFL, which runs the Championship, League One and League Two, face no equivalent restriction, so betting brands remain a common presence on shirts, shorts and stadium inventory below the Premier League. That regulatory gap sits alongside a wider push to tighten the rules on gambling sponsorship in British sport.
Back-of-shorts placements have become a route for gambling firms to keep a matchday presence without the front-of-shirt exposure now being retired in the Premier League, even as other long-running arrangements, including rugby league's search for a new title sponsor, show the sponsorship market moving.
What Happens Next
For Charlton the agreement widens a commercial portfolio the club has been rebuilding since its return to the Championship, and it hands London.Bet season-long branding at a 2026/27 fixture list that will be watched by fans across South East London and beyond.
All gambling advertising tied to the deal must meet the Gambling Commission's rules on socially responsible promotion, including age and safer-gambling messaging. Charlton said the wider collaboration with London.Bet will develop through the season, with the fan activations, community work and any further free bets or supporter offers still to be detailed.
