The Premier League club said the decision to promote the work of Acorns children's hospices would help the charity to raise funds and "give something back" to the community.

Announcing the unique partnership at Villa Park, the club's head of community Duncan Riddle confirmed that commercial offers had been turned down before the free-of-charge tie-up with Acorns was finalised.

Villa, who finished sixth in the Premier League last season, agreed to promote Acorns' work on their shirts after the expiry of a two-year deal with an online gaming firm thought to be worth £2million.

It is hoped that the decision to provide Acorns with the same platform will help it to boost public donations and raise the number of children it can provide care and support to.

Mr Riddle said Villa's American owner, Randy Lerner, manager Martin O'Neill and all their board members had been fully behind the decision to opt for a non-commercial partner.

"Yes, the shirts have monetary value, but they also have emotional value to fans and this is something to give back to them," Mr Riddle said.

David Strudley, the chief executive of Acorns, said he was amazed at and immensely thankful for Villa's "ground-breaking" generosity.

Acorns runs three 10-bed units in Worcester, Birmingham and Walsall, and supports children and their families from across the West Midlands and Gloucestershire.

Speaking after Villa's announcement, Mr Strudley said everyone involved with Acorns, which offers year-round respite care, end-of-life care and bereavement services, was "over the moon" that Villa had agreed to help the charity raise its profile.

"Currently we look after some 600 children and their families, but we still need to reach out to probably more than 1,000 other children over the whole of the West Midlands," Mr Strudley said.

Mr Strudley described Villa's decision to help Acorns as extraordinary.

"They listened to us when we told them that we needed a platform - they really did want to help the community," the charity worker added.

"A strategy of the magnitude that we are trying to run with demands that we get a message to the maximum number of people quickly - this partnership provides that platform."

Acorns currently has an annual budget of around £6m, 15% of which comes from a network of shops and the rest from public donations.

Villa's staff and players were already involved in supporting Acorns work and several players, including England midfielder Gareth Barry, have visited its hospices.

Richard Scudamore, the Premier League's chief executive, welcomed Villa's decision.

"Real credit must go to Aston Villa for being the first Premier League club to use their shirt sponsorship to highlight their charity partnership with Acorns.

"I am sure that Acorns' association with Aston Villa will be a great help in raising awareness and funds for the excellent work they undertake."