Sheffield United has pledged to give child cruelty the red card as the club joins forces with the NSPCC in Sheffield.

During the next 12 months the Blades will help to raise much needed funds for the children's charity as well as helping to raise awareness of children's issues and the work the NSPCC does to end child cruelty in the city.

United Chief Executive Jason Rockett said: "As a community focused business we partner a number of organisations which provide effective support to people who most need it.

"We are delighted to be backing the NSPCC through a set of initiatives which help highlight the importance of child welfare and youngsters fulfilling their potential."."

To help launch the partnership players Rob Hulse (left on photo) and Danny Webber (right) were on hand unveil a special banner along with the NSPCC's Katie Bland.

A range of people at the club will get involved - from the boardroom to the back room staff and players. The adoption will see a variety of fundraising initiatives, including a Big Bike Ride challenge at the Shirecliffe Academy at the end of June. Further details to follow.

Also, leaders from Sheffield's business community will be invited to find out more about supporting the charity's business group and fans will get the opportunity to support the NSPCC, as well as their team, on match days.

Katie Bland, NSPCC corporate fundraising manager for Sheffield, said: "Our partnership with Sheffield United will directly benefit children in the city. We are hugely excited about working with the football club and recognise their commitment to families and the community.

"We rely on the support of the public for 84.6 per cent of our funding - without this we would have to close our services within six months. Just £5 will help a child to express their feelings through pictures if they cannot face talking about them. £50 could pay for three calls from children and young people to ChildLine and £1,000 could enable a schools team to give specialist support to a vulnerable child for a year.

"Everyone can make a difference and every single penny raised will help children and young people who rely on our services."

The NSPCC runs a number of therapeutic and counselling services in Sheffield and South Yorkshire including the Sheffield Young People's Centre (YPC) in the heart of the city.

The Centre offers a drop-in service for children and young people every week day afternoon which all children can use to discuss anything that might be troubling them. There is also a children's rights and advocacy service, counselling and therapeutic support, and an independent visiting service which offers looked after children someone to turn to.

The charity also has child and family support services in Doncaster, Rotherham and Barnsley.