Rotherham United's new kit featuring Rotherham Hospice receives positive response

The shirt, which has the treasured Rotherham Hospice name emblazoned across the chest, is the result of an innovative deal made possible by six “diamond partners”.

Produced by Puma, it features the club's traditional white sleeves and red body and interwoven into the detail is a silhouette of AESSEAL New York Stadium's floodlights and the roof of the Ben Bennett Family East Stand.

Last year's black and white round neck gives way to a v-neck, with red and white detail.

The shirt is made up of 100 per cent recycled material – excluding decorations.

Fans welcomed the new look on social media.

Seth said: “Classic shirt design. Love it. Best for years.”

Cal said: “Good work from the club giving Rotherham Hospice some much needed exposure.”

It didn't please all, Stuart Tomlinson adding: “Initial reaction too plain Jane. Nothing that gives it that wow factor.”

The six “diamond partners” who have helped forge the Rotherham Hospice link are AESSEAL, Equisolve Consulting, Hughie Construction, SteelPhalt, Mears and IPM Group.

The Millers' commercial director, Steve Coakley, said: “We are simply using the vehicle of our status as a Sky Bet Championship club, alongside our responsibility as a community-driven organisation at the heart of the town, to facilitate this opportunity for six businesses who absolutely mirror those beliefs.

“As a club we have always tried to shout from the rooftops the amazing service the Rotherham Hospice provides to our local community and beyond. Thanks to our new Diamond Partners, we will now be taking the hospice name and branding around the country with us and broadcasting it to the global audience that the second tier of English football attracts.”

A further announcement on when the strip will be on sale will follow in due course.