Charlton swift to end ties with sponsor who ‘backed’ Tommy Robinson

Charlton Athletic have severed ties with a prominent sponsor after he appeared to endorse English Defence League founder Tommy Robinson on his social media profile.

Darren New is a lifelong Charlton fan whose companies have sponsored the club in various ways, as well as Charlton Athletic Community Trust events.

Charlton, who won the EFL’s Community Club of the Year award in April, pride themselves on being a family club and have been quick to distance themselves from a potential controversy.

Last week, Mr New posted statements on his X account which appeared sympathetic to far-right agitator Robinson – the founder of the English Defence League (EDL), whose real name is Stephen Yaxley-Lennon.

Mr New re-posted a video of Mr Robinson claiming the current violence was not his fault, but the fault of the UK’s immigration policies and two-tier policing, adding “not one thing that he says here is controversial or incorrect”.

The following day, he reposted a video interview in which Mr Robinson claimed the riots were provoked and orchestrated by the police and the UK Government.

These posts led to discussions at Charlton last Wednesday, and now the club and trust have cut ties with Mr New. Charlton, who won EFL Community Club of the Year in April, will no longer be taking any of Mr New’s support.

“Wearebrandnew are not a sponsor of Charlton Athletic Football Club,” a spokesman for Charlton Athletic told The Athletic football website. “Any partnership that Charlton Athletic Community Trust (CACT) had with We Are Brandnew has now ceased.”

Mr New also deleted his @dneventslogist1 Twitter/X account on Wednesday of last week.

“I have taken down the Twitter account out of my respect to Charlton and to the trust for the good work they do,” Mr New told The Athletic. “I have not posted a single racial slur or advocated for something violent or any action towards anyone or group or religion.”

In a separate statement, Mr New said: I’ve always been proud to champion diversity in my business and the football club I support. I believe that working with different people brings the best results.

“I am not aligned with his views [Tommy Robinson’s] though I agree with some. There was no racism or bigotry in the shared post that was divisive. I’ve consistently stood up against racism.”

The Athletic reported that last season, ‘Wearebrandnew’, which Mr New founded, was the sleeve sponsor for Charlton’s home shirts and that Mr New was quoted at length on the Charlton website, while interim commercial manager Steve Sutherland had said: “Wearebrandnew’s ownership has a history with this club and we’re delighted to have them as part of the Charlton family.”

The website also says another of Mr New’s companies, DNEL Ltd, had been a stadium sponsor for the 2020-21 season, with a banner over empty seating at The Valley while games were played behind closed doors.

DNEL Events, of which New is managing director, had sponsored CACT events such as a nine-mile walk from Charlton’s training ground to The Valley last year, and ‘Wearebrandnew’ had also been working with the club to develop their new hospitality section.

The club and Mr New have been contacted for comment.

Pictured top: The Valley, Charlton Athletic’s ground (Picture: Keith Gillard)