The Premier League has blocked a proposal that would see home teams wear away kits on Boxing Day as part of a partnership with Shelter to raise awareness of homelessness this Christmas.

While Shelter had lined up support from Premier League clubs for the idea, the Premier League itself ruled out the initiative because it would break existing rules around kits that say home teams must wear home kits, unless extreme circumstances prevents them from doing so.

The campaign was due to align around a 'No Home Kit' slogan, which would highlight that for the 280,000 people who are registered homeless in the UK, there is no such thing as a "home kit". Players would then be asked to sign the home jerseys they haven't worn and auction them off, with all funds raised going to Shelter.

Clubs including Brighton and Wolves explicitly asked for permission to go ahead with the initiative, but the PL declined. Defending their stance, the PL said clubs are permitted to change their sponsor for one game per season and replace it with a charitable message.

Shelter have also asked EFL clubs to support the campaign, and it's reported that the EFL has no problem with the concept.

At a time when the morality of football at the highest levels is being consistently called into question, this is a serious own goal for the Premier League. There's no reason this campaign shouldn't go ahead.