Sheffield Wednesday today announced their decision to donate the sponsorship of their shirts to Sheffield Children's Hospital. In a move mirroring both Barcelona (UNICEF) and more recently Aston Villa (Acorns), the Hillsborough club have forgone any corporate sponsorship fee's to forge closer links with the local community.
Coming within weeks of the installation of a new board and chairman, Lee Strafford, it is another early sign that the club is beginning to move in a more positive direction following the decline and despondency of recent times.
Strafford stated "We are proud to say loud and clear that Sheffield Wednesday wants to break the current football mould by getting away from the perception that football is just about money.
"Certainly, a commercial shirt sponsorship deal can be very lucrative. However, we feel that there is much more value in supporting an organisation within our city that provides a vital service to people in need, not just to those in our own region but to children across the country."
On the pitch, two wins and a draw in recent weeks including the 95 year record breaking league double over Sheffield United have seen an upturn in their league fortunes with only 9 points separating them in 12th from their cross-city rivals in 5th, the third playoff spot.