Shelter is extending the reach of its Strip 4 Shelter fundraising campaign through a partnership with online sports company Rivals Digital Media.
Rivals' two football web sites, Rivals.net and Football365.com, will run extensive promotions and online ads encouraging visitors to get involved with the Shelter initiative.
The Strip 4 Shelter campaign asks people to wear their football strips, shorts or colours on Friday 20 September and give the equivalent donation of 90 minutes of their salary.
Links on the football web sites' editorial pages will direct people through to Strip4Shelter.org.uk, and the campaign will also be advertised through a series of banner ads and competitions. Details will also be included in "The Score", Rivals' daily email round up of football news which is sent to 175,000 people.
"The football connection of this year's Strip 4 Shelter correlated perfectly with the Rivals.net and Football365 sites, and helps provide a direct link for football supporters to bring the campaign into their workplace,
said Richard Pembroke, managing director at Rivals Digital Media.