CHARLTON have signed a three-year sponsorship agreement with the Kent Reliance Building Society.

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 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.

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 which 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.

It also includes a series of bonuses based on the club’s success in the league and cup competitions.