MILLWALL have donated their shirt sponsorship for the forthcoming season to charity Prostate Cancer UK.
The charity's logo will appear on the Lions' new home and away strips, pictured above, free of charge for the 2013-14 campaign.
Prostate Cancer UK, who are also one year into a three-year agreement with the Football League, is the nation's leading charity in the fight against male cancer.
Chief executive Andy Ambler said: "We saw this as an opportunity to work even more closely with Prostate Cancer UK. As a club, we feel it's the right thing to do.
"We're looking to raise £100,000 for the charity and the Millwall Community Trust – whatever we raise, we will split 50-50. So as well as promoting an awareness programme that will hopefully save lives, we can use this as a tool to help the Trust.
"We could have gone out there and partnered with a commercial entity, but a lot of clubs are out there looking for new sponsors and it's tough.
"This won't affect anything we do as a club financially in terms of our budgets – the board and chairman are committed to running the club in the same way. This is a chance to do something good.
"Those of us who know the club know what we're really about. We had a difficult end to the season on and off the field last year, for many reasons, but we all know we've worked tirelessly in our community. This is just a progression from that. The outside doesn't see that but we are a family club.
"If we save lives, then it will all be worthwhile – in fact, it will mean more than any commercial deal we could have done. Trevor Keyse, one of our directors, has suffered, been treated for and thankfully come through prostate cancer over the past two or three years, so this is quite dear to us."
Millwall legend Neil Harris, who this week returned to the club in a coaching capacity, was diagnosed with testicular cancer in 2001 but, after an operation and further treatment, was given the all-clear.
He said: "I'm really proud of the club for taking this on. It's something they have worked tirelessly on behind the scenes since I was diagnosed.
"I think the bigger picture is that it will touch everybody – the male fans that come and their families. The important thing is the awareness that it brings and the fundraising that stems from that.
"The good work that Millwall have been doing over the years goes under the radar a little bit, but this is something on a much bigger scale."
Manager Steve Lomas added: "If you've got a symptom, don't let it sit for a while – go and see your doctor.
"A lot of families have been touched by cancer so this is a great, great cause and all credit to the board for doing this.
"I think it's a great message that Millwall are sending out. It's too easy to look at the negatives and sling mud at the club, but this is a very positive message."
In joining forces with the Lions, Mark Bishop, Prostate Cancer UK's director of fundraising, hopes the charity will reach a wider audience.
"We see this is a massive opportunity," he said. "When Millwall came to us and asked us to be their partner for next season, we jumped at the chance. We see football as a way of reaching men week in, week out.
"One man dies of prostate cancer every hour, which is 10,000 a year. The tragic reality is that many men don't know enough about prostate cancer. Sponsoring Millwall will allow us to reach many men in the South London community and hopefully across the country.
"It will put prostate cancer on the map. Hopefully we will save lives."