St Luke's Hospice will be a regular fixture at Sheffield United home matches this season thanks to a new sponsorship deal for Totley Pharmacy.
Tajinder Singh of Totley Pharmacy is sponsoring the United dugouts at Bramall Lane and as part of the deal has offered St Luke's the chance to share in the high profile branding.
The arrangement will also include regular slots on the Bramall Lane big screen and promotional space in match programmes.
"We are excited to be working in partnership with Totley Pharmacy and Sheffield United FC this season," said St Luke's Corporate Fundraising Manager Jack Kidder.
"Our vital work would not be possible without the support of fantastic companies such as Totley Pharmacy who pride themselves on going the extra mile for their customers and to support their local community.
"We are proud to work in association with Totley Pharmacy and Sheffield United to care for Sheffield people at a time when they need it most."
Tajinder Singh commented: "We are very proud to announce that we are sponsoring the Sheffield United dugouts this coming season together with St. Luke's.
"As a proud Sheffielder I am honoured to be working with two great Sheffield institutions. St Luke's share our core values of providing the best care for our patients and we are both looking forward to our partnership with Sheffield United who also show a great commitment to working in the local community and with local charities.
"We hope this exciting partnership helps further raise St Luke's profile and highlights the great work they do.
"With the great success enjoyed by Sheffield United last season and the likelihood of appearing on television we hope this may be national as well as local. To this end, we will also be running regular events and competitions throughout the season - keep an eye on the partners' websites and social media channels."
Sheffield United Operations Director Dave McCarthy said: "We are really pleased that St Luke's, as one of our nominated charities, and Tajinder, such a highly thought of and respected friend of the club, have come together to the benefit of all."