Footballco selects Charlton Athletic for a groundbreaking content partnership.
Charlton Athletic and Footballco, a worldwide football content and media firm, have formed a new industry-leading sponsorship arrangement that will allow advertisers to reach the coveted Generation-Z audience.
The London club was chosen to join with Footballco because the Addicks are the UK’s top social purpose football organisation. The Charlton Athletic Community Trust is the largest UK club charity; it has long been the leading EDI [equality, diversity, and inclusion] club in the country, and it is placed sixth in the English Football League for
sustainability. Its Academy, which recruits players from the slums of South London, is ranked seventh in England, while Charlton Athletic Women’s Football Club now leads the second tier.
Footballco, which has a monthly global audience of 800 million fans, operates a number of global, local, and community football content brands, including GOAL, MUNDIAL, INDIVISA, and Front Three.
Stefano d’Anna, president of Footballco, stated, “Charlton Athletic is an extraordinary organisation that demonstrates the power of football to inspire hope and transform communities.” Its location among the multi-cultural neighborhoods of inner-city London lends it a rich flavor of true street football, as evidenced by the back stories of many of its young players.
“We conducted significant research on what Generation Z consumers and brands want from football. And the Charlton vibe is what it’s all about: urban, diverse, fun, aspirational content that tells genuine tales without the pomposity that comes with professional football clubs. After reading about Charlton’s new owners’ aims and purpose on the industry grapevine, we believed this was the appropriate match to really break the Gen Z audience.”
Global Football Partners (GFP) acquired Charlton Athletic and Charlton Athletic Women’s Football Club in July 2023. GFP co-owner Charlie Methven stated, “This alliance has been six months in the works, and we are overjoyed that it has come to fruition. The depth of
Footballco’s research and market knowledge has impressed us immensely, and the choice of Charlton to be their first club partner is a great validation for all parts of our organisation, including our wonderful community trust, our brilliant boys and girls academies, as well as CAFC and CAWFC themselves. Our executive teams thoroughly look forward to working with Footballco to produce exciting new content which will re-define how football can engage with a new generation of fans around the world.”
The strategic venture will see Charlton and Footballco going to market together, combining the rich brand identity of Charlton with Footballco’s huge audience and deep understanding of fan behaviour. Unlike traditional approaches to sponsorships, Charlton Athletic and Footballco’s partnership will enable brands to leverage both entities’ offerings through a single package.
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