Generous Aston Villa hand 2million shirt deal to children's hospice

In a ground-breaking arrangement, Villa have allowed the charity Acorns pride of place on their claret and blue jerseys next season as owner Randy Lerner's philanthropy shows no sign of slowing.

In the latest of a long list of gestures that have cemented his reputation as a man of the people, Lerner sanctioned the giveaway after being approached by Villa's community department.

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Community spirit: Aston Villa's Martin Laursen and Gareth Barry visit an Acorns childrens' hospice

In a statement, he commented: "We regard this partnership as more important and more valuable than any commercial opportunity presented to us."

Villa are giving up a commercial deal worth about £2million by handing the shirt space to Acorns, a charity that provides hospice care for youngsters across the Midlands.

They have followed in the footsteps of Barcelona who put UNICEF on their shirts two years ago.

Lerner, who has made several visits to the hospices, was sufficiently touched by the organisation to make the gesture.

It follows on from his rebuilding of the historic Holte pub, paying for fans' away travel at selected matches, giving away scarves and adding a huge gold-leaf mosaic to the back of the Holte End in an attempt to revive the best traditions of the club's Victorian roots.

He is not alone, however. Manager Martin O'Neill has insisted that his fees from exclusive media interviews are paid directly to Acorns and several players have made visits, most notably skipper Gareth Barry, Norwegian striker John Carew and defender Martin Laursen.

A Villa spokesman said: "Our relationship began two years ago and since then the players and staff have had the opportunity to learn about the organisation. It is through those personal connections that we approached Acorns about them appearing on our match-day shirts."

Despite the Premier League's aim to become the most lucrative league in world football, chief executive Richard Scudamore welcomed the gesture and said: "Football's power has long been something that companies have tapped into to reach audiences. So real credit must go to Villa for being the first Premier League club to use its shirt sponsorship to highlight and promote its charity partnership."

David Strudley, Acorns chief executive showed no embarrassment dipping into football speak to explain his own excitement.

"We are over the moon," he said. "It costs us £450 a day to provide free-of-charge care. So this is more significant than anyone can imagine."