Prostate Cancer UK’s link up with Millwall last season has seen the charity shortlisted in the best sponsorship of a team or individual category at the BT Sport Industry Awards.

They are up against Jaguar, Mars, O2 and Umbro for the prize, with the winner to be announced at a star-studded ceremony in London on April 30.

Millwall chief executive Andy Ambler said: “Our partnership with Prostate Cancer UK has been a breath of fresh air for the club.

“It’s generated great PR for both the club and the charity, and got Millwall fans and fans of other clubs  up and down the country talking openly about the disease for the first time.

“Being shortlisted for this award with our great friends from the charity means so much, and our relationship will remain strong going forward.

“The sponsorship has, I am sure , saved lives and if it can continue to help save men’s lives that is what the power of football should be used for.”

Director of fundraising at Prostate Cancer UK Mark Bishop added: “There were a few eyebrows raised when we begun our journey with Millwall in the summer of 2013, so being shortlisted for this award is a source of great pride.

“We have forged an unbreakable bond with our teammates down at The Den in our quest to raise awareness of a disease that kills one man every hour in the UK.”

“Football is vital to us as a charity because it reaches thousands of men of all backgrounds who are unreachable by conventional health messages.

“Already we have made great leaps ahead in getting the urgent message out to Millwall fans about prostate cancer and we look forward to that positive progress continuing.

“This partnership is a great example of Men United – our movement for everyone who believes men are worth fighting for.

“It hinges around the idea of bringing people together to 'keep friendships alive', and beat prostate cancer.”

Anyone with concerns about prostate cancer can contact Prostate Cancer UK's Specialist Nurses in confidence on 0800 074 8383 or via the online Live chat, instant messaging service at prostatecanceruk.org

The Specialist Nurse phone service is free to landlines and open from 9am to 6pm Monday to Friday with late opening until 8pm on Wednesdays.