TV's Ant McPartlin said he would rather pay £50,000 to Newcastle's Children's Heart Unit Fund than wear a Sunderland shirt.
The Newcastle fan was challenged at a fundraising event in aid of the charity by presenter Jeremy Kyle.
The shirt had Ant's name on the back with the number nine, worn this season by Fabio Borini, who scored twice against Newcastle back in the 2013/14 season.
When asked to put on the shirt on donate to the charity, McPartlin said: "I'd rather pay the money than wear this shirt," before leaving the stage.
McPartlin's partner-in-crime, Declan Donnelly, and Newcastle legend Alan Shearer were also in attendance at the star-studded event at the Newcastle-Gateshead Hilton hotel on Tuesday night.
The duo took part in a golf event earlier in the day alongside professional Lee Westwood, and then joined forces again with the golfer and Shearer as they gave a rendition of Frankie Valli's "I Love You Baby" as the event went late into the night.