Die-hard football fans in Reading can now be buried in a coffin in their team's colours.
The coffins are on offer to fans for £500 to £600
Reading Football Club has given permission to a coffin-makers' firm to use their badge on their caskets.
Fans can go out in style for between £500 and £600 for a coffin and £60 to £70 for a cremation urn also decorated with the white and blue rings and logo.
The club gave the firm permission to use its branded image if a share of the profits went to its charity.
But Boyd Butler, the Championship club's marketing manager, said: "This is not a market we are trying to grow because our fans are worth much more to us alive
Bosses at Oxfordshire-based coffinmakers Oxford Coffins said they were still in talks with other teams.
Geoff Homewood, one of the firm's directors, said: "We just thought there was an opportunity now because there is far more interest in personalising funerals as a celebration of life rather than mourning."
Reading-based funeral directors AB Walker and Son have been offering the caskets since the beginning of the month.
Julian Walker, one of the firm's directors, told the BBC News website: "It's a nice idea, especially for younger people as things are still quite traditional when it comes to coffins.
"I've spoken to the clergy in Reading about it and they think it's quite a good idea - one of them thought we should do away colours."