Millwall have announced that they will advertise Prostate Cancer UK on their shirts for free next season.
The Championship outfit are believed to have rejected an offer from a pay-day loan company in favour of displaying the cancer charity's logo on the team's shirts next season.
"We believe football is the answer, not the problem, and feel it is the right thing to do at the present time," The Sun quotes chief executive Andy Ambler as saying.
"We could have gone with a commercial partner, but we feel this is far more important. I can assure fans this will not affect anything we do at the club financially as far as the football is concerned."
The club will also attempt to raise £100,000 for the charity.