Football Shirt Culture.com

Charlton Athletic have agreed a deal with Italian sportswear firm Macron in what is the biggest kit contract in the club's history.

The four-year deal will commence for the 2010/11 campaign, and the Addicks will unveil the first home and away strips produced by the highly-rated manufacturer over the summer months.

Charlton chief executive Steve Waggott said: "This is great news for the club and shows that despite our current league status and the current trying economic times, the club still has a well respected reputation as a positive commercial and community business.

"Throughout all our discussions, I have been hugely impressed with Macron; it's a very ambitious company with a strong commitment to quality and service.

"They are focused on the further development and growth of their brand in the UK, and are led by a forward-thinking and proactive team which sees Charlton as a major step towards achieving that aim.

"We are both delighted to have signed a four-year deal that will take us through to 2015, and are looking forward to a successful partnership over the coming years."

Based in Crespellano, near Bologna, Macron were established in 1971 and currently manufacture the kits of Serie A side Bologna, plus SSC Napoli in Italy and Sporting Braga in Portugal.

The firm also has a strong presence in other professional sports, such as rugby, basketball, volleyball and handball.

Macron UK area manager Andrea Palilla, said: "We are very happy to have added a club with such a great reputation on and off the pitch to our growing portfolio of teams in the UK, and are looking forward to working closely with Charlton over the next four years."

The agreement with Macron marks the end of Charlton's collaboration with Spanish firm Joma since 2003.

Waggott added: "I would also like to thank Joma for all their work and support over the last seven years, and wish them well in the future."