Southend United have announced a partnership with Prostate Cancer UK that will see the charity’s logo emblazoned on the club's home and away kits.
Shrimpers boss Chris Powell is an ambassador for the charity and ran the London Marathon back in April to raise money for them.
The logo will be on the front of the kits for the duration of the 2018/19 League One season.
Prostate Cancer UK is one of the Football League's chosen charities, and Shrimpers boss Powell is hopeful that the shirt sponsorship deal will help to raise awareness.
"I think it's a wonderful move by us," Powell told ITV News Anglia.
"We know there's many men that watch football and may be unaware of what prostate cancer is about, so it will certainly raise awareness in this part of Essex, that's for sure."
Prostate Cancer UK Chief Executive Angela Culhane has commended the partnership and believes it will make a real difference.
“This partnership extends our footprint in football and proves again the power the beautiful game can have in shaping real change," she said.
"It will help us make sure the messages about prostate cancer continue to ring loud for the football community, with all at Southend United playing their part in making prostate cancer a disease the next generation of men need not fear.”