This seems to be the new Blackburn Rovers Home shirt for the 08/09 season made by Umbro. It's not officially launched as the new 08/09 shirt, but Paul Ince was showing it when he was unveiled as the new Blackburn rovers manager.
The Rovers kit have always been fundamentally the same; two team colours split across the shirt. One sleeve and one side of the shirt would be each colour. The shorts started white and the socks dark blue. Although the sock pattern and colours would change, everything else, for the most part, hasn't been touched since 1905. Since changing to white shorts in recent years, the home kits have had dark blue shorts since 1904, when they were changed for a year, then rejected and changed back.
A while ago the club has announced that Crown Paints is to be the new club sponsor as of next season 2008–09, the Lancashire based company has signed a three year deal with the club.