The University of Greenwich has agreed a two-year shirt sponsorship deal with Charlton Athletic which News Shopper understands to be one of the most lucrative in the Football League.

Addicks chief commercial officer Ben Kensell confirmed the club had rejected other offers to accept the link up with the university, which houses its Avery Hill campus next to the Championship side’s Sparrows Lane training ground.

And Mr Kensell admitted the proximity of the two venues had been a vital factor in the decision to go with the University of Greenwich.

He explained: “The agreement came about through the club and the university’s shared visions and objectives and the active engagement opportunities in sports, education and community within the local area.

“The Avery Hill campus sits next to our training ground and the club’s planned development of that site was an area of key interest when negotiating the partnership.”

Mr Kensell added: “The training ground is vital to Charlton’s future and we know that the new facility will allow for dual usage and interaction with our staff and players which will in turn benefit students studying specific courses at the university.

“The new training ground facility is driven by our aspiration to receive category-one status as an academy. The club wants to be the best that it possibly can be and to have key partners on that journey with us is vital.

“This partnership is for the long term and delivers tangible benefits for both parties.

“The university are proud neighbours of ours and one of the largest employers in the area, so what better institution is there to partner with.”

Fans will get the chance to see the new shirts for themselves later this week and University of Greenwich vice chancellor Professor David Maguire is looking forward to working with the neighbours.

He said: “It makes real sense for us to combine our resources and visions together to do something special for our local community.

“Working with Charlton allows us to make progress in all of our key areas such as original research, working with the local communities doing enterprise with businesses and other institutions and, of course, our educational work.

“Through the wonderful connection Charlton’s Community Trust has with community hospitals, the borough and other local agencies we see a lot of opportunities to enhance our educational work training teachers, nurses, midwives and social workers.

“More widely, we are really appreciative of the fantastic work Charlton does and their standing in the community and we’d like to work with them to extend those benefits and visions to the university.

“We are delighted we have found a way to work more closely together for the benefit of all.”

Below is a video explaining how the deal between the university and Addicks came about.

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