BREAKING NEWS : Charlton Athletic co-owner Charlie Methven reveals how League One club are appealing to brands with

The ambitious Addicks are looking to make the most of their fantastic connection with their local community in south east London.

On a recent Footballco Business Podcast, Charlton Athletic co-owner Charlie Methven discussed the club’s emphasis on equality, diversity, and inclusion (EDI), how they’ve seen the benefits on and off the field, and why it might play an important role in attracting corporate partnerships.
Methven’s faith in the club’s EDI credentials originates from Charlton’s selection as the EFL’s Community Club of the Season, as well as the outstanding work of the club’s community trust.

With youthful fans attracted to clubs and stories with purpose at their core, Methven feels that they can create an offering for brands where the club’s league position is less relevant.

Methven’s faith in the club’s EDI credentials originates from Charlton’s selection as the EFL’s Community Club of the Season, as well as the outstanding work of the club’s community trust.

With young fans drawn to clubs and tales with a purpose at their core, Methven believes they can develop an offering for brands in which the club’s league status is less important than the stories they tell.
Methven stated, “It’s almost unarguable that we are England’s number one social purpose club. We have the largest Community Trust and the highest level of social effect.

“We have one of the largest boys’ and girls’ academies… thus, in terms of social purpose and connectedness to our community, Charlton is number one.Obviously, it will take some time for us to get the men’s first team back to the levels they were at when they were in the Premier League, but in the meantime, that social purpose, that connectedness, and connection to a community is something that, let’s face it, commercial partners find quite cool.We’re not talking about your average neighbourhood. These are neighborhoods where music, fashion, and sports are intimately related, and there is an unusual melting pot of these diverse types of sizes, styles, and cultures.

“So if we can package all that up and actually say to partners that this is a journey that you’re coming on with us to help football become the diverse sport that it should and will ultimately be, then we think that’s something that brands can get on board with, obviously at a price point that is much lower than sticking their name on a shirt front of a Premier League club.”
SportsPro Says…

Methven became the unlikely cult star of Netflix’s Sunderland ‘Til I Die docuseries. Now, having officially left the Black Cats in 2019 and taken control of Charlton Athletic last summer, he wants to tell a new story.

The decision to put equality, diversity and inclusion (EDI) at the heart of the Addicks’ growth strategy is certainly admirable but is also underpinned by a solid business case. South east London has a very diverse demographic, which is reflected in Charlton’s first team where 75 per cent of the squad is made up of players who hail from the area.

The club’s academy is likewise primarily comprised of prospects from Caribbean and West African households. Charlton is currently in the third tier and has been out of the Premier League for 17 years, during which time the business of English football has changed dramatically, with the financial gap between the top flight and the EFL (English Football League) widening.

For teams like Charlton, the impetus is on to think differently just to survive, much alone prosper. Methven believes that by doubling down on EDI efforts, The Valley will be able to increase attendance, set itself apart, and open up new economic prospects.

The goal is for the club to return to the top divisions as a consequence of community support in south east London. According to Methven, this journey will allow commercial partners to engage with their Gen Z target audiences as well as members of different groups.

In a sport rife with super-rich overseas backers or sleazy grifters, Charlton bucking the trend would provide a new, alternative paradigm that other EFL clubs may emulate. It may also result in a more sustainable ecosystem in the lower divisions.