West Bromwich Albion secured a one-match agreement with Blue Square for Monday night's match as part of the club's new shirt sponsorship strategy.
The agreement saw the online betting company partner with WBA for Monday's televised game against Queens Park Rangers after authorities gave permission for the club to negotiate match-by-match deals. Blue Square will auction the match-worn shirts in aid of the Whizz-Kidz charity. Financial terms were not released, but the agreement is thought to be worth a six-figure sum.
"We have had considerable interest in this unique shirt sponsorship venture and we're delighted that an organisation of Blue Square's stature has become the first company to join forces with us," said Mark Jenkins, Albion's finance director.
"We will be making a little piece of history with Blue Square and are very much looking forward to working closely with them for this game. We will also be announcing similar deals with other interested companies for future games."