Charlton Athletic signs new partnership with Sofnfree

English football club Charlton Athletic has announced a new partnership with African hair care brand Sofnfree, who has joined the club’s women’s team as their Official Sleeve and Haircare Partner. The partnership sees Sofnfree have branding on the sleeve of the Charlton Athletic’s women’s team’s first team’s playing and replica kits. Sofnfree will also have branding on matchday at The Valley and y and club venues, including LED advertising, big screen branding, press backdrop presence and also hospitality activations. Both Sofnfree and Charlton Athletic Women will work together on matchday activations to engage the fans as well. 

Charlton Athletic are currently in the Women’s Super League after being promoted following a third place finish in WSL 2 last season. 

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.”