Lewes FC director John Peel says the decision to promote Gambling with Lives on their men’s shirts is not an attack on Isthmian League sponsors BetVictor.
The Rooks are displaying the charity’s logo on their shirts until October in a bid to highlight the dangers of gambling.
Peel says the move is to get people discussing the bigger picture.
Peel told The Argus: “This isn’t a message about one particular company nor is it a statement that suggests all gambling should be banned.
“Our message is sponsorship of football by the gambling industry is at saturation point.
“We need to recognise the harm this has caused to young adults and children and ask ourselves whether the football world was better or worse when there was no gambling advertising in it and if we think it was better.”