Charlton have had a tough time of late in the division and will be hoping for a few new players to come in and help them push up the table.

New owners East Street Investments have come into the club and are hoping to sign some new players that can help increase the level of their squad.

One player who has been targeted by the Addicks is Marcus Maddison although there are reports that he has turned down the original contract offer from the club.

Here are THREE reasons why Charlton must prioritise the Maddison deal...

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Much needed creativity

It is a signing that would bring some very much needed creativity in the front-line. The midfield at times has worked hard, but in terms of creating chances and looking technical it has been very poor.

With Jonny Williams out injured for long periods, Maddison would bring consistency in terms of assists and goals having already scored nine this season and assisting six from midfield. Players such as Lyle Taylor and Macauley Bonne will be excited if the move comes off.

Sign of intent

This signing would be a statement of intent from the new owners and would clearly show that the Addicks are willing to spend on a new player for the club. It would also show supporters that they now mean business and are not going to be bullied in windows.

If they lose out, then it shows the first stumble in terms of the owners' era and it could effect how other clubs view them in terms of doing business.

Could change Taylor's mind

It is a signing that could well convince Taylor that something is building at the club, and that there is reason for the forward to now stay at Charlton. He's such a key player for the club, and if they can provide him service from Maddison he may want to stay.

This deal is crucial for the Addicks in terms of attracting players to stay and to come into the club with the owners hoping that he could be the missing spark that the team now needs.