Huddersfield Town have claimed to be releasing a new home shirt featuring a giant sash emblazoned with the name of a betting agency.
The sash runs from the left shoulder to the right hip and advertises gambling firm Paddy Power, which struck a sponsorship deal with the club earlier this week.
It is not clear whether the kit, having caused an immediate stir on social media, is part of a marketing stunt.
The design appears to contravene Football Association regulations, which allow for one front-of-shirt sponsor display not exceeding 250 square centimetres.
In a media release, Huddersfield commercial director Sean Jarvis said: "We've gone for a really modern twist on how we feature the famous Paddy Power logo.
"Paddy Power is a very forward-thinking, innovative company – that's one of the main reasons that we're so excited to work with them – the new 'sash' style logo is really eye-catching and helps maintain our reputation as being innovators too."
Huddersfield, managed by Jan Siewert, will compete in the Championship next season after being relegated from the Premier League.