West Bromwich Albion showed their support for the earthquake aid effort - by wearing 'DEC Haiti Appeal' logos on their shirts during Monday's top-of-the-table clash at Newcastle.
The branding will also feature details of the Disasters Emergency Committee's website address, www.dec.org.uk, where donations can be made.
Over 2.2million people live in the most affected areas in Port-au-Prince where thousands are feared dead, many more injured or buried under rubble - and the DEC urgently needs support.
After witnessing the scenes of devastation in the Caribbean nation, Hawthorns chairman Jeremy Peace said the Club felt they had an immediate opportunity to play their part in helping to raise funds for the humanitarian effort.
The Baggies have been able to throw their weight behind the DEC's aid work thanks to the match-by-match shirt sponsorship deals they can offer businesses and organisations.
The St James' Park clash was also being screened by Sky Sports and, in the wake of this week's disaster, the Club felt it would be fitting to donate the advertising space on the front of their shirts to support the DEC's effort.
In addition, Albion will auction off the 18 shirts worn by the squad against Newcastle in aid of the DEC Haiti Earthquake Appeal, to which the Club will make a further donation.
"Everyone at the Club has been saddened by the terrible tragedy unfolding in Haiti," said Peace.
"The images we've witnessed in the media are deeply upsetting and the number of people affected is difficult to comprehend.
"Therefore, we felt we were in a perfect position to utilise the flexible nature of our shirt sponsorship and react immediately to help raise money for the people of Haiti who have been affected by the earthquake.
"Additionally, we will be auctioning off Monday's match shirts and the proceeds, together with a further donation, will go to the DEC Haiti Appeal.
"We are hoping the fact our players will be wearing the appeal logo in front of a national TV audience will make even more people aware of how they can donate money to the aid effort."
Donations to the DEC Haiti Earthquake Appeal can be made online at www.dec.org.uk to make a postal donation, make cheques payable to 'DEC Haiti Earthquake Appeal' and mail to 'PO Box 999, London, EC3A 3AA'.
Donations can also be made at any high street bank, or at a Post Office, by quoting Freepay 1449.
Text 'GIVE' to 70077 to donate £5 to the DEC Haiti Earthquake Appeal (£5 goes to the DEC. You pay £5 plus the standard network SMS rate).