Charlton Athletic Women Secure Record-Breaking Partnership with African Haircare Giant Sofnfree Ahead of WSL Return
London, UK – Charlton Athletic Women have announced a groundbreaking partnership with Sofnfree, one of Africa’s most popular haircare brands, marking a significant milestone for the club as they prepare for their highly anticipated return to the Barclays Women’s Super League (WSL). This record-breaking agreement positions Sofnfree as the women’s first team’s Official Sleeve and Haircare Partner, solidifying the growing commercial appeal of women’s football.
The partnership comes on the heels of Charlton Athletic Women’s historic promotion last season and is a testament to the club’s continued growth and rising profile. As part of the collaboration, the distinctive Sofnfree branding will be prominently displayed on the sleeve of all women’s first team playing shirts and replica shirts. Supporters eager to get their hands on the new kits, complete with WSL patches, can expect them to be available from the week commencing August 24th.
This strategic alliance is more than just a sponsorship; it’s a pivotal component of Sofnfree’s wider rebrand and relaunch strategy within the UK market. Charlton Athletic Women will serve as a powerful platform to bolster the brand’s ambitious expansion plans and enhance its presence in a competitive landscape.
Beyond the kit sponsorship, Sofnfree will benefit from extensive matchday visibility across women’s fixtures held at The Valley and other club venues. This includes eye-catching LED advertising, prominent big screen branding, exposure on press backdrops, valuable hospitality opportunities, and a series of engaging matchday activations designed to connect with supporters throughout the season.
A key element of this exciting collaboration will be dedicated content creation featuring the women’s first team. This initiative aims to showcase both the club and the Sofnfree brand to new and existing audiences as the Addicks embark on their journey in the top-flight of English women’s football.
Jonny Shields, Charlton Athletic Women’s Commercial Manager, expressed his enthusiasm for the partnership: "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, Sofnfree’s GM, echoed this sentiment, emphasizing the shared values underpinning the partnership: “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 regarding the availability of replica shirts and upcoming Sofnfree activations are expected to be announced in due course.
Charlton Athletic Women are set to kick off their Barclays WSL season at home against Liverpool at The Valley on September 6th. Fans are encouraged to secure their tickets now to witness this exciting new chapter for the club. This partnership with Sofnfree underscores the surging commercial interest in women’s football and Charlton Athletic Women’s prominent role in its continued growth.
