Charlton Athletic have signed a three-year sponsorship agreement with KRBS , the club announced today.
The Addicks have agreed a six-figure deal with Kent Reliance Building Society that further cements its close relationship with the county.
The kit sponsorship announcement coincides with the first detailed look at the club's new home shirt for the 2009/10 campaign, which features the logo of KRBS.com on the front of the jersey.
Charlton plc chairman Derek Chappell said: "It's great news for the club that this deal has been agreed with KRBS.
"Given the current financial climate, it's a difficult time for clubs seeking sponsorship deals, which is illustrated by the fact that around 30 clubs are currently without a shirt sponsor for next season.
"But we are thrilled that KRBS see the value of a long-term association with us, and we are looking forward to a fruitful partnership for both parties."
Chappell added: "On a more personal note, I'm from Kent and I'm delighted to see our links with the county strengthened even further."
With around two thirds of Charlton season-ticket holders having Kent postcodes, the club has long had a close relationship with the county.
The club has had a formal agreement with Kent County Council since 2004, and in conjunction with dozens of local organisations and schools, the award-winning Charlton Community Trust works extensively with hundreds of thousands of residents throughout the county on programmes ranging from holiday football courses to coaching in schools, mental health projects and a campaign to tackle street violence.
What's more, the club's Valley Express coach service, which offers fans return transport to The Valley, is about to start its sixth season and continues to operate from more than 50 locations covering every part of the county.
Around 85 per cent of Valley Express passengers travel at least 25 miles to reach the stadium, and substantial numbers come from Canterbury and the coastal towns of East Kent.
KRBS sponsorship spokesman Stephen Plimmer said: "Kent Reliance Building Society is pleased to be forming a partnership with Charlton.
"This is a great opportunity for the society, for the club and its supporters. We have been looking to work with Charlton and its community trust for many years, and we will be building a long-term relationship that will prove mutually beneficial for all parties."
KRBS already sponsor Gillingham, who play at the KRBS Priestfield Stadium, and Whitstable Town, and the society's sporting links include working with Kent County Cricket Club.
The deal with Charlton is one of the biggest kit sponsorship agreements in League One and compares very favourably with the upper echelons of the Championship. The agreement also includes a series of bonuses based on the club's success in the league and cup competitions.