Sheffield Wednesday today announced that the club are gifting their kit sponsorship space to The Children's Hospital, Sheffield and its charity for the next two seasons.

Lee Strafford has already made it clear that his vision for SWFC involves a significant community role for the football club. He has moved quickly to show that the club values its fans as real participants in all aspects of the club. Now, with this imaginative kit sponsorship deal, the club is demonstrating its desire for a close relationship with the community it wishes to serve.

A football club is much more than a business and we believe that the club should be giving support to the local community as well as receiving support back from its fans and its community.

We hope that this initiative, supporting a nationally important, but locally based charity, will bring considerable benefits to all involved. The initiative deserves the support of the people and businesses of Sheffield and we will be pleased to play our part in supporting it in any way that we can. There is no doubt about it; it makes you proud to be a Wednesdayite.