SOUTHEND United have unveiled their new home kit for the forthcoming League One season, without a shirt sponsor.

The Shrimpers have become the fourth team to join Paddy Power’s ‘Save Our Shirt’ campaign.

And the club’s head of commercial Rhys Ellingham is pleased to have welcomed the bookies on board as a main partner.

“This is a record-breaking deal for the club commercially,” said Ellingham.

“But it is also a huge victory for the fans and everyone associated with Southend United.

“We’ve been patiently waiting to announce that we are joining Save Our Shirt, and are delighted to return our kits to the fans this season.

“We encourage all other clubs and sponsors to join the campaign.”

Huddersfield Town, Motherwell and Newport County have also joined Paddy Power’s campaign which sees the company backing the clubs without putting their logo on the shirt, perimeter boards or interviews backdrops as part of their commitment to ‘unsponsor football.’

And a spokesman for Paddy Power said the bookmakers were pleased to have teamed up with Blues.

“Another day, another shirt saved – we’re delighted that Southend United have joined our Save Our Shirt campaign, making it four British clubs who have been unsponsored by Paddy Power for this season ahead,” said the spokesman.

“As a sponsor, we know our place and it’s not on your shirt.”