West Bromwich Albion will feature the logo 'Help Chile' on their shirts for tomorrow's home clash with Sheffield Wednesday (ko 7.45pm), along with the British Red Cross' website address, redcross.org.uk, where donations can be made.
Gonzalo Jara, who has been ruled out for the season with a broken metatarsal, was in Santiago when the massive earthquake, measuring 8.8 on the Richter scale, struck his homeland nine days ago.
The fans' favourite, who joined from Chilean top-flight club Colo Colo last August, had to evacuate his wife and children from their flat to a nearby park.
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The quake, one of the largest ever recorded, has killed hundreds of people while the Chilean government estimates around two million more have been affected by the disaster - including the residents of Jara's home city of Talcahuano, where his parents still live.
After hearing about Jara's plight, and witnessing the devastation in the South American country on TV, the Club felt it would be fitting to help raise funds for the humanitarian effort - as they did for the ongoing crisis in Haiti.
Albion are now throwing their weight behind the work of the British Red Cross, which is working hand in hand with the Chilean Red Cross to provide relief to the disaster-struck country.
The Club are able to do this via the match-by-match shirt sponsorship deals they are offering businesses and organisations.
Albion have struck one-game shirt partnerships with Blue Square, Victor Chandler, Esprit and Sbobet in recent weeks and have already sewn up sponsorship deals for three of their remaining 12 fixtures.
Having successfully raised awareness of, and funds for, the DEC'S Haiti Appeal by adding supportive logos to the players' shirts at Newcastle in January, Albion have now donated the same advertising space to the Chilean aid effort.
After the match, the Club will auction off the 18 shirts worn by the squad against the Owls at official club website to raise more funds.
At Jara's request, Albion will arrange for these funds to go directly to Talcahuano, where the military have been called in to help stricken locals.
Jara has also played his part in helping his fellow countrymen by appearing on a 24-hour fundraising Telethon on national TV in Chile.
"When we heard about the earthquake, we were greatly concerned about the well being of Gonzalo and his family and were relieved to hear they are safe," said Albion Chairman Jeremy Peace.
"The fact one of our own players is at the scene of the earthquake and that his close family has been affected by it has brought this tragedy closer to home - and we wanted to play our part in raising funds for the aid effort.
"We have again decided to utilise the flexible nature of our shirt sponsorship, which we hope will encourage people to support the work of the Red Cross in the region.
"Gonzalo has also asked the Club to pledge any funds raised to the relief work being undertaken in his home city of Talcahuano, which we are only too happy to do."
Caroline Leighton, Red Cross operations director for Staffordshire, Warwickshire and the West Midlands, said: "We are grateful to West Bromwich Albion for highlighting our appeal as help is still desperately needed in Chile.
"We have already released £50,000 from our Disaster Fund to help with the initial response, but more will be needed as the true extent of the disaster becomes clear.
"Just £30 could buy hygiene kits for ten people and £10 could buy five jerry cans for storing and carrying water.
"Donations of any amount will make a difference so thanks, in advance, to the supporters for their help."
On top of the shirt auction, the Club will make a further donation to the aid effort in Talcahuano.
Albion raised £25,000 for the DEC Haiti Appeal via a similar shirt auction and Club donation in January.
The Red Cross is assisting the people of Chile with search and rescue and medical assistance plus basic amenities like water, sanitation and shelter - but the needs are great.
The Chilean Red Cross is working on the ground in partnership with emergency services, carrying out search and rescue operations and damage assessments, and giving medical assistance where necessary.
To make a donation visit: redcross.org.uk, call 0845 054 7201 or send a cheque, made payable to the British Red Cross, to: Chile Earthquake Appeal, British Red Cross, 44 Moorfields, London, EC2Y 9AL.
