Puma has signed a six-year kit manufacture deal with Sheffield Wednesday, the four-time national champions currently languishing in the second tier of English soccer. The shirts will carry the logo of the Sheffield Children's Hospital in place of a traditional shirt sponsorship deal. Wednesday chairman Lee Strafford acknowledged that the club hopes the partnership with the hospital will lead to an increased demand for shirts.

"Having one of the biggest and best sportswear manufacturers in the world on board again marks a partnership of real magnitude and Puma is a brand we are proud to be associated with. I think that bringing the brands of the Children's Hospital, Puma and Sheffield Wednesday together is something we can all be very excited about," added Strafford. "Puma are keen to provide our supporters with the high quality products they deserve. We have listened to fans' feedback and we know the priority is to give supporters the quality of product that they demand."

Richard Callaway, Puma UK Head of Sport, said: "We are thrilled to be working with the club. This will give Puma great exposure within South Yorkshire, and with great kit and good service we will be an excellent partner for the club."