Sheffield United's Bramall Lane stadium transformed into a sea of pink as the club staged a special charity day.
Saturday lunchtime's visit of Millwall was 'Turn the Lane pink' day, dedicated to Breast Cancer Care awareness.
Players and officials warmed up in special pink training kits, whilst United's home shirts were emblazoned with the BCC logo before being auctioned off.
Dave McCarthy, head of operations, says the result of the day is likely to be a five-figure sum donated to the Sheffield branch of BCC.
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He said: "It's all about raising awareness and also raising some good funds.
"It will be a five-figure sum that we raise from the day.
"The players' shirts with a special logo will be auctioned off in the next two weeks.
"We also turned the John Street stand pink, and we're just creating awareness and also raising money.
"It's just something we wanted to do as a football club.
"If we can get a captive audience saying this is how and why you check, and at the same time raise a bit of money then let's do it."
Despite United falling to a 2-1 defeat, Blades manager Nigel Adkins praised the initiative.
"Well done to the football club," said Adkins, who opted for a pink tie to mark the occasion.
"It's a fantastic charity.
"Everybody has come out and made a great effort, it's just a shame we didn't get the result to finish off a good day."