Hampton & Richmond Borough FC insist they have done the right thing in giving over their shirt sponsorship to a charity for free.
The Beavers will wear a logo for African Revival on their shirts next season, foregoing thousands of pounds they could have netted from a commercial sponsor.
The move mirrors Aston Villa's bold decision to do the same with a Birmingham-based children's hospice.
However, some Beavers supporters were quick to point out on a fans' forum that the club lost Elliott Godfrey to AFC Wimbledon as the Dons offered him more money - and that only last season, Hampton were suffering from severe financial problems.
But other fans insisted the club's cash problems are behind them, and that the good the club is doing promoting the charity is more important than a few more quid.
Beave rs director Steve McPherson agreed, saying: "The directors felt it was worth turning aside a potential five-figure sum from any commercial companies as this shirt sponsorship is worth more to the charity and ourselves than any financial consideration.
"We are proud to support African Revival and the great work they do in Uganda, Kenya, Malawi, Mozambique, South Africa, Sudan and Zambia.
"We feel by allowing their name to be seen on our shirts will give them greater reach and allow them access to a wider audience and the media.
"We are determined this football club will become an integral part of the community, not just locally, but in wider aspects too."
The new shirts, complete with African Revival logo, are due to be delivered tomorrow (Friday), and will be unveiled at Hampton's prestigious friendly with West Ham on July 17. Part of the proceeds from the game will already go to the charity.
Their previous shirt sponsors, MM Cox Properties, have not been dropped but will now be ground sponsors.
Dev's men will begin their new Blue Square South campaign with a trip to Basingstoke on Saturday, August 9, then host Bognor Regis Town three days later.
Hampton fans will have to wait until the final Saturday of the season, April 18, to welcome Godfrey and Alan Inns back to Beveree when AFC Wimbledon visit.