Charlton Athletic are delighted to announce one of Africa's most popular hair care brands, Sofnfree, as the women's first team's Official Sleeve and Haircare Partner.
The record-breaking agreement for the women's team marks another significant milestone in the club's continued growth and comes ahead of Charlton Athletic Women's return to the Barclays Women's Super League following last season's historic promotion.
As part of the partnership, Sofnfree branding will feature on the sleeve of all women's first team playing shirts and replica shirts, with the new kits, with WSL patches, expected to be available to supporters from the week commencing August 24th.
The agreement forms part of a wider rebrand and relaunch strategy for Sofnfree in the UK, with Charlton Athletic Women providing a platform to support the brand's ambitious plans and growing presence in the market.
The partnership will also see Sofnfree benefit from extensive matchday visibility across women's fixtures at The Valley and club venues, including LED advertising, big screen branding, press backdrop presence, hospitality opportunities and a series of matchday activations designed to engage supporters throughout the season.
A key element of the collaboration will focus on content creation with the women's first team, helping to showcase both the club and Sofnfree brand to new and existing audiences as the Addicks prepare for life in the top-flight.
Charlton Athletic Women's Commercial Manager Jonny Shields said: "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."
Sofnfree’s GM Tarryn Gordon-Bennett 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”.
Further details on replica shirt availability and upcoming Sofnfree activations will be announced in due course.
