Charlton Athletic FC announce Sofnfree partnership

Charlton Athletic Football Club have announced a partnership with Sofnfree, an African hair care brand, as the Official Sleeve and Haircare Partner of their women’s team.

The partnership will put the Sofnfree logo on the sleeve of the team’s playing and replica shirts. Sofnfree will also enjoy branding exposure during their home games at The Valley and club venues through LED and big-screen advertising, press backdrop presence, and hospitality activations.

Sofnfree and Charlton Athletic Women will also work together on matchday activations to engage fans.

Jonny Shields, Commercial Manager, Charlton Athletic Women, commented:

“This partnership represents another landmark moment for Charlton Athletic Women. Not only is it a record commercial agreement for the team, but it also highlights the growing appeal and value of the women’s game following our promotion to the Barclays Women’s Super League. Sofnfree is an exciting brand with ambitious plans in the UK, and we’re delighted to welcome them to the Charlton family. We look forward to working closely together throughout the season and beyond.”

Tarryn Gordon-Bennett, General Manager, Sofnfree, said:

“Sofnfree is proud to partner with Charlton Athletic Women, bringing together one of Africa’s most recognised haircare brands with a club at the heart of the women’s game in London. The partnership reflects a shared commitment to confidence, representation and empowering women and girls, while providing Sofnfree with a powerful platform to connect with new audiences in the UK and internationally through the rapidly growing reach of women’s football. We are looking forward to becoming a part of the local community and creating some exciting moments for the club.”