Aston Villa have announced a shirt partnership with West Midlands-based charity Acorns Children's Hospice.
The deal will see the charity's logo being carried on the club's shirts for free throughout the 2008/9 season.
"They look after people of Birmingham and the West Midlands and our fanbase covers that area," Villa's head of community Duncan Biddle told BBC WM.
"They have to compete against national charities for funds and hopefully this will elevate them to that level."
Acorns, which was established in 1983, cares for life-limited children and their families in the Midlands.
The charity has three hospices across the region, in Birmingham, Walsall and Worcester.
"Credit must go to Villa for using its shirt sponsor to highlight and promote its charity partnership"
David Studley, chief executive of the hospice, told BBC WM the deal was an incredible moment.
"It is just amazing. This is the platform we have all been looking for," he said.
"We have a strategy that envisages reaching out to all the children across the West Midlands and it's a vast fund raising challenge.
"We have to do it quickly and the platform this gives us it amazing."
The deal is the first of its kind in the top flight and Villa's act has drawn praise from the Premier League's chief executive Richard Scudamore.
"Credit must go to Villa for being the first Premier League club to use its shirt sponsor to highlight and promote its charity partnership," he said.
"I am sure Acorns' association with Aston Villa will be of great help in raising awareness and funds for all the excellent work they undertake.
"The power of football and the power of the Premier League has long been something that companies have tapped into to reach audiences throughout the country and increasingly, across the globe."
~RS~q~RS~~RS~z~RS~40~RS~)