Birmingham sports management firm nets Charlton partnership
Charlton Athletic is strengthening its commercial strategy to attract new sponsorships for its 2025/26 campaign through a new partnership.
The club has appointed Sporting Group International (SGI) as a key commercial partner.
Headquartered in Birmingham (UK), SGI specialises in sports partnerships and will assist in securing sponsorships for the playing kit and other commercial assets, building on the club’s growing momentum.
Charlton Athletic is currently pushing for a Sky Bet League One playoff spot.
As the EFL Community Club of the Year, its Valley of Dreams initiative is helping transform lives in South East London by providing young people with access to sport, mentorship and personal development opportunities.
Barry Higson, head of commercial at Charlton Athletic said: “After a thorough selection process, we are delighted to appoint Sporting Group International to support the club in securing key commercial partnerships. Having known SGI personally for many years, I have full confidence in their ability to help us drive new sponsorship opportunities and grow our commercial revenue.
“Charlton Athletic is on an exciting journey, with a rich heritage, a passionate fanbase, and a strong commitment to EDI and ESG initiatives. We are proud to offer forward-thinking brands the opportunity to partner with a club that not only delivers on the pitch but also makes a tangible impact in the community. We look forward to working closely with SGI to build meaningful, long-term partnerships that align with our values and ambitions.”
Ian Dutton, UK managing director at Sporting Group International said: “Charlton Athletic is a club with an incredible legacy and an outstanding reputation for community engagement. Brands partnering with Charlton aren’t just aligning with a football club—they’re becoming part of something special that drives positive change. We’re looking forward to introducing new partners to this great club and helping to enhance its commercial success.”
