Birmingham City FC and Birmingham-based e-cigarette brand Nicolites have announced a sponsorship deal for the upcoming 2013/14 season.
The Nicolites logo will appear on the club's first team and adult replica shirts for the duration of the season's Championsip campaign.
The e-cigarette manufacturer has also agreed to allow children's cancer charity Help Harry Help Others - the club's official charity partner - to feature on junior, infant and baby shirts throughout the season.
Nicolites managing director Nikhil Nathwani said: "We have grown our business in the city, invested in the region and created jobs. This new partnership demonstrates our commitment to the West midlands region and to one of its largest football clubs."
The brand recently welcomed a decision by the Medicines and Healthcare Products Regulatory Agency (MHPRA) to pave the way for the classification of e-cigarettes as medicines.
Nathwani added: "We are keen to ensure that our products are in no way targeting young children. Our products are for adults that already smoke, who are looking for a tobacco-free alternative.
"As a result we are delighted to be able to donate the space to the [Help Harry Help Others] charity in order to promote all its good work helping young people and families hit by the disease."
Nathwani said he does not expect reclassification of e-cigarettes to affect the marketing of the product or its sales.