Southend United have become the fourth team to join Paddy Power’s Save Our Shirt campaign – following Huddersfield Town, Motherwell, and Newport County.
It means that, though the Blues are sponsored by Paddy Power, their shirts will bear no sponsor’s logo.
The bookie is Southend’s front of shirt sponsor and main partner, but will not put their logo on the shirt, perimeter boards, or interview backdrops, as part of their commitment to ‘unsponsor football’.
Southend United Head of Commercial, Rhys Ellingham was pleased to welcome Paddy Power as a main partner: "This is a record-breaking deal for the club, commercially, but also a huge victory for the fans and everyone associated with Southend United.
"We’ve been patiently waiting to announce that we are joining Save Our Shirt, and are delighted to return our kits to the fans this season. We encourage all other clubs and sponsors to join the campaign."
Spokesman Paddy Power said: "Another day, another shirt saved – we’re delighted that Southend United have joined our Save Our Shirt campaign, making it four British clubs who have been unsponsored by Paddy Power for this season ahead.
"As a sponsor, we know our place – and it’s not on your shirt."
*For more information on the campaign, visit www.saveourshirt.co.uk