Charlton Athletic, the English soccer club relegated to the third tier last season, has secured a new kit sponsorship.

Kent Reliance Building Society will pay a significant six-figure annual sum to place its branding on the front of the Addicks' shirts for the next three years. For 2009/10, that will take the form of the company website, KRBS.com.

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"It's great news for the club that this deal has been agreed with KRBS," said Charlton plc chairman Derek Chappell. "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. On a more personal note, I'm from Kent and I'm delighted to see our links with the county strengthened even further."