Charlton Athletic have signed an shirt sponsorship deal with the UK's leading sports fashion retailer, JD Sports.
Charlton unveiled the two new Joma kits that the Addicks will wear during the 08/09 Championship campaign. One of JD Sports' youth fashion brands, Carbrini Sportswear, is emblazoned on the front of the jerseys under the agreement, and will become the predominant brand at The Valley.
And new Charlton signing Mark Hudson and promising winger Scott Wagstaff were selected to model the new strips for the first time.
Charlton chairman Derek Chappell said: "We are absolutely delighted to be associated with JD Sports, and delighted that they have shown such confidence in the club ahead of next season. I believe it's going to be a fruitful partnership for both parties."
He added: "These are difficult times for clubs seeking sponsorship deals, given the current financial climate, but we are thrilled that JD Sports see the value of being associated with Charlton and all that the club represents."
Unveiling their two strips for the coming 2008/09 campaign, which have again been manufactured by Spanish firm Joma, Charlton revealed a new red design featuring white side panels and a further white horizontal panel across the chest.
The away kit is white with black side panels and a red and black stripe across the chest.
JD Sports will stock replica Addicks shirts in stores close to The Valley and in key Charlton-supporting areas, and the deal includes a series of bonuses based on the club's success in the league and cup competitions.
JD Sports chief executive Barry Bown said: "We are very pleased to be sponsoring Charlton for the forthcoming season. It is an initial one-year deal and we feel it will give us great brand visibility at a key Championship club.
"This is our first serious investment in football shirt sponsorship in England and will enable our Carbrini Sportswear brand to gain much greater awareness."
He added: "Charlton have a fantastic heritage and a thriving community programme, and we look forward to a very beneficial relationship."
Founded in 1981 with one shop in Bury, Lancashire, the John David Group plc is the UK's leading specialised multiple retailer of fashionable branded and own-brand sports and casual wear with more than 340 stores.
The closest JD Sports stores to The Valley are located in Bexleyheath and Woolwich. Further branches in key Charlton-supporting heartlands can be found in Greenwich, Dartford, Bluewater shopping centre, Maidstone and Chatham.
Charlton chief executive Steve Waggott said: "I am delighted to form an exciting partnership with such a reputable and renowned brand through an innovative agreement that will develop many different benefits to both organisations.
"It is the culmination of a long journey by our commercial team to find the right sponsor for the club, and I am looking forward to working with the JD Group."
Fans will be able to pre-order the kits online shortly, and the club will announce in the near future when the strips will go on sale in the Superstore and Bexleyheath retail outlet.