Now Sheffield United enter the new Championship campaign carrying an entire nation's on their shoulders too.

As last night's press release announcing the Mediterranean island of Malta as the club's latest sponsors claimed, Kevin Blackwell's side are being "backed by a country next season."

The deal, brokered by United's executive director Mike Farnan, will see Blackwell's players sporting the visitMalta.com logo across the shirts and significant branding appear inside Bramall Lane.

But it also ties United to a number of other projects, the most exciting of which is managing an academy containing the cream of young Maltese talent.

"This really is an international sponsorship deal with a difference," United's chief executive Jason Rockett said.

"Whilst financially a good deal, the sponsorship will see us working in partnership with the island's government to deliver dual benefits including the development of players, community schemes and proactively marketing Malta as a tourist destination."

Chris Fenech, director for UK and Ireland for the Malta Tourism Authority, said: "We believe that the collaboration between the two parties, which will stretch to beyond the simple footballing aspects, will be of benefit to all.

"Apart from associating Malta with one of the most historic clubs in the football league, this partnership will enable the Malta Tourism Authority to help at a social level, an aspect which we value highly.

"It is our intention to carry out elements of corporate social responsibility, both in the Sheffield community and neighbouring areas, as well as supporting Sheffield United in their future ventures undertaken on the Maltese islands."

United chairman Kevin McCabe, who was also instrumental in striking the agreement, added: "The Malta Tourism Authority was impressed by our growing international presence which stretches into Hungary, China and Australia.

"They were impressed with the work we have done with our academy at Shirecliffe and how we have delivered an effective community programme targeting youngsters across the Sheffield city region. They want to replicate this in Malta and have brought us on board to help.

"This is an exciting opportunity for everyone connected with the Blades in the UK and abroad."

Meanwhile, as Birmingham are Jaxx.com's 6/1 favourites to land top spot in the Championship, some may argue that Sheffield United have drawn the short straw in the difficulty of opening-day fixtures, given that they travel to St Andrews.

However, as it is the hosts' first game back in the division, this is possibly the best time to play them and so the Blades may be in an advantageous position in getting one of their toughest games on paper, out of their way before their opponents have got into their stride.

Sheffield United: Preview for the season, including ins and outs and squad numbers. Don't miss Saturday's Green'Un newspaper

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