Aston Villa have revealed that they have tied up with an English charity to sponsor their shirts from the 2008/09 season.
This is truly fantastic news for the world of football, as not many teams would have the heart to have a charity's name on their shirt.
This is somewhat analogous to Barcelona, who had a policy of "no shirt sponsor", but then relented and gave UNICEF the honour of becoming their first-ever shirt sponsors.
The West-Midlands based charity, known as Acorn's Children's Hospice were already being supported by Villa, but have now struck a deal with the club for the shirt sponsorship.
Villa's head of community, Duncan Biddle, told BBC:
"They (Acorn's Children's Hospice) look after people of Birmingham and the West Midlands, and our fan base covers that area,"
"They have to compete against national charities for funds, and hopefully this will elevate them to that level."
Premier League Chief Richard Scudamore also praised the deal, saying:
"Credit must go to Villa for using its shirt sponsor to highlight and promote its charity partnership."
Maybe football is changing for the better?