Ladbrokes-owned betting exchange operator BETDAQ has signed a three-year shirt sponsorship deal with Charlton Athletic FC, the London-based football club which plays in the third tier of English football.

The operator will become a principal partner of the League One club for the 2016/17 season, with its logo featuring on the front of the Addicks' new home and change strips.

As part of the deal, BETDAQ will create unique offers for Charlton fans and also benefit from branding which will be visible at Charlton Athletic’s home ground, The Valley, and on all of the clubs’ media backdrops.

"We are delighted to partner with Charlton Athletic. The club has a fantastic history and a passionate fan base,” said BETDAQ managing director Shane McLaughlin. “We're backing the club to bounce back into the Championship this year and we believe the club has a bright future ahead.

"Football is an important and growing part of our business and the Charlton Athletic partnership provides a great platform to bring our product and brand to a new audience in the important London market."

Charlton FC CEO Katrien Meire added: "BETDAQ have a great ambition for this partnership and we are very pleased to have them as the club's new shirt sponsor.  

“We are looking to build a long-term partnership that will see Charlton Athletic and BETDAQ grow together."