The ambitious Addicks want to make the most of their excellent relationship with their local community in south east London.
On a recent Footballco Business Podcast, Charlton Athletic co-owner Charlie Methven discussed the club’s emphasis on equality, diversity, and inclusion (EDI), how they’ve seen the benefits on and off the field, and why it might play an important role in attracting corporate partnerships.
Methven’s faith in the club’s EDI credentials originates from Charlton’s selection as the EFL’s Community Club of the Season, as well as the outstanding work of the club’s community trust.
With young fans drawn to clubs and tales with a purpose at their core, Methven believes they can develop an offering for brands in which the club’s league status is less important than the stories they tell.
Methven stated, “It’s almost unarguable that we are England’s number one social purpose club. We have the largest Community Trust and the highest level of social effect. “We have one of the largest boys’ and girls’ academies… thus, in terms of social purpose and community connection, Charlton is number one.
“Obviously, there’s a while for us to get the the men’s first team up to the levels that it used to be when they were in the Premier League, but in the meantime that social purpose and that connectedness and connection is to a community, which let’s face it, generally speaking, commercial partners find quite cool.
“We are not talking about a typical neighbourhood. These are neighborhoods where music, fashion, and sports coexist, creating an unusual melting pot of sizes, styles, and cultures.
“So if we can package all that up and actually say to partners that this is a journey that you’re coming on with us to help football become the diverse sport that it should and will ultimately be, then we think that’s something that brands can get on board with, obviously at a price point that is much lower than sticking their name on a shirt front of a Premier League club.”
SportsPro Says…
Methven rose to prominence as the unlikely star of Netflix’s docuseries Sunderland ‘Til I Die. Now, after officially leaving the Black Cats in 2019 and taking over Charlton Athletic last summer, he wants to tell a fresh story.
The Addicks’ decision to prioritise equality, diversity, and inclusion (EDI) in their growth strategy is wonderful, but it is also supported by a strong commercial argument.
South-east London has a diverse demographic, as evidenced by Charlton’s first team, which is made up of 75% local players.
The club’s academy is likewise primarily comprised of prospects from Caribbean and West African households. Charlton is currently in the third tier and has been out of the Premier League for 17 years, during which time the business of English football has changed dramatically, with the financial gap between the top flight and the EFL (English Football League) widening.
For teams like Charlton, the impetus is on to think differently just to survive, much alone prosper. Methven believes that by doubling down on EDI efforts, The Valley will be able to increase attendance, set itself apart, and open up new economic prospects.
The goal is for the club to return to the top divisions as a consequence of community support in south east London. According to Methven, this journey will allow commercial partners to engage with their Gen Z target audiences as well as members of different groups.
In a sport rife with super-rich overseas backers or sleazy grifters, Charlton bucking the trend would provide a new, alternative paradigm that other EFL clubs may emulate. It may also result in a more sustainable ecosystem in the lower divisions.
