Charlton Athletic Football Club, a well-respected team in the English football league, recently made headlines after severing ties with a prominent sponsor linked to Tommy Robinson. Darren New, a lifelong Charlton fan, has sponsored the club in various ways, including supporting Charlton Athletic Community Trust events. However, the club made the decision to part ways with Mr. New after he appeared to endorse the controversial figure on social media.
The controversy began when Mr. New posted statements on his social media account that seemed to sympathize with Tommy Robinson, the founder of the English Defence League (EDL). In one post, Mr. New shared a video of Mr. Robinson blaming the current violence in the country on immigration policies and policing. He commented that he did not find anything controversial or incorrect in Mr. Robinson’s statements. The following day, Mr. New shared another video in which Mr. Robinson claimed that the riots were provoked and orchestrated by the police and the UK government.
These posts sparked discussions within Charlton Athletic, a club that prides itself on being a family-friendly organization. The club, which had won the EFL Community Club of the Year award in April, quickly moved to distance itself from any potential controversy. As a result, Charlton announced that they would no longer be accepting any support from Mr. New or his companies.
A spokesperson for Charlton Athletic stated, “Wearebrandnew are not a sponsor of Charlton Athletic Football Club. Any partnership that Charlton Athletic Community Trust (CACT) had with We Are Brandnew has now ceased.” Mr. New also took down his Twitter account following the backlash. In a statement to The Athletic, Mr. New expressed his respect for Charlton and the trust and emphasized that he had not posted any racist or violent content.
Despite his claims of not aligning with Tommy Robinson’s views, Mr. New faced criticism for his apparent endorsement of the controversial figure. In a separate statement, Mr. New reiterated his commitment to diversity and inclusivity in his business and his support for the football club. He maintained that he had always stood against racism and bigotry, even though he may agree with some of Mr. Robinson’s views.
The Athletic reported that Mr. New’s company, Wearebrandnew, had been a sleeve sponsor for Charlton’s home shirts last season. Additionally, DNEL Ltd, another of Mr. New’s companies, had been a stadium sponsor for the 2020-21 season. DNEL Events, which Mr. New manages, had sponsored various events for Charlton Athletic Community Trust, demonstrating a long-standing relationship between Mr. New’s businesses and the football club.
The decision to cut ties with Mr. New was a significant one for Charlton Athletic, as the club had previously welcomed his support and involvement. Interim commercial manager Steve Sutherland had praised Mr. New’s contributions to the club, highlighting his history with Charlton and the positive impact of his sponsorship. However, in light of the recent controversy surrounding Mr. New’s social media posts, the club felt it necessary to distance itself from any associations with Tommy Robinson or far-right ideologies.
Moving forward, Charlton Athletic will be seeking new sponsors and partners to support the club and its community initiatives. The club’s commitment to inclusivity and diversity remains unwavering, and they will continue to uphold their values as a family-friendly organization. While the decision to part ways with Mr. New may have been difficult, it underscores Charlton’s dedication to promoting unity and tolerance within the football community.
Impact on the Charlton Community
The fallout from Charlton Athletic’s decision to cut ties with Darren New has reverberated throughout the club and its fanbase. Many supporters were taken aback by the news, as Mr. New had been a well-known figure within the Charlton community for his support and sponsorship of the club. However, the club’s swift action in response to Mr. New’s controversial social media posts has sparked a debate among fans about the importance of aligning with the values of the club.
Some fans have expressed disappointment in Mr. New’s actions, while others have defended him, citing his long-standing support for Charlton Athletic and his contributions to the club. The decision to sever ties with Mr. New has also raised questions about the role of sponsors in football and the responsibility that comes with representing a professional sports team.
In a statement addressing the controversy, a spokesperson for Charlton Athletic reiterated the club’s commitment to diversity and inclusivity. The club emphasized that they would not tolerate any associations with individuals or organizations that promote divisive or harmful ideologies. Moving forward, Charlton will be looking to forge new partnerships that align with their values and promote positive social change within the community.
Lessons Learned
The situation involving Charlton Athletic and Darren New serves as a cautionary tale for both sponsors and sports organizations. It highlights the importance of careful vetting and due diligence when entering into partnerships, especially in the age of social media where individuals’ personal beliefs and actions are easily accessible to the public.
For sponsors, the incident underscores the need to be mindful of the potential impact of their actions on the organizations they support. Sponsors should be aware of how their public statements and affiliations can reflect back on the clubs they sponsor, and they should strive to align with the values and principles of the organizations they partner with.
For sports organizations, the situation with Charlton Athletic demonstrates the importance of upholding a strong ethical stance and standing firm against any form of discrimination or intolerance. Clubs must be proactive in addressing controversial issues and taking decisive action when necessary to protect their reputation and uphold their values.
As Charlton Athletic moves forward from this incident, they will be looking to rebuild trust with their fans and stakeholders. The club’s commitment to inclusivity and diversity remains unwavering, and they will continue to prioritize these values in all aspects of their operations. By learning from the lessons of this experience, Charlton Athletic can emerge stronger and more united as a club dedicated to promoting unity and tolerance within the football community.
