The Prince's Trust charity is set to be on the front of Blackburn Rovers shirts this season.
The club has announced the unique partnership for the 2011-12 Premiership campaign - replacing its last deal with Crown Paints, says the Lancashire Telegraph.
The deal will see Rovers donate the branding space on their football kit to the national charity, instead of selling it to a new sponsor.
Rovers will be the second Premier League side in history to have a charity as their main shirt sponsor - and the only team currently in England's top flight.
The club's three-year deal with Crown Paints, which was agreed with the Darwen business in March 2008, guaranteed Rovers £5million.
