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Fans of London's "most hipster football club" have blasted officials for agreeing to be sponsored by estate agents they claim “price out” London families.

Supporters of non-league Dulwich Hamlet - which is well-known for its large hipster fanbase - have slammed the club’s decision to strike a one-year commercial deal with property firm Kinleigh Folkard & Hayward.

The firm, which has branches in East Dulwich, Peckham Rye, West Dulwich and Dulwich Village, previously sponsored the club’s youth teams but has extended its commitment to the first team.

Though not the first time the team has played with a property firm emblazoned on their shirts, supporters lashed out after free season tickets were offered to those who buy or sell property, amid fears this could change the complexion of the terraces.

Supporter Robert Vaughan, 34, told the Standard, the club has been “embarrassed” by the agreement.

He said: “The sponsorship is a kick in the teeth to the efforts to drive the club forward by predominantly renting fans.

“The deal has embarrassed the club enormously. They have traded off a fan-created reputation for difference. It is stunningly short sighted and almost self-sabotaging.

“Me and my young family are being priced out of London. We're already reliant on housing benefit. I want football to be an escapism, not a reminder of how unlivable my home city has become.”

Another fan wrote on a club forum: “The focus of broadening the fanbase, if that's something to be persevered with over the next few years, and I'm not even 80 per cent convinced that it is, has to be on sustainable things: getting into schools and looking to build a generation of supporters, not appealing to the temporary whims of some featureless TV producer who's just whacked 650k on a house down Choumert Road.”

Officials admitted the season ticket offer had caused upset but insisted the record-breaking deal was in the best interests of the club.

Dulwich Hamlet commercial manager Liam Hickey said: “KFH has provided invaluable support to our youth teams over the last 18 months.

"This has allowed young players to thrive and helped the club produce the next batch of home grown players for the first team.

“The extension of that relationship to the main shirt sponsorship is a great deal for the club.

“This partnership will help grow our profile in the community and welcome those who are new to it.

“I can understand their point of view if they have scrimped and saved for a £150 season ticket, but London is a crowded football market and we’re the only ones offering to pay that over three installments.”

Fan Peter Gearing, 38, added: “We've had estate agents as sponsors before, to be honest if a company is willing to invest money into the club and are doing nothing illegal, I have no problem with it. I'm just in it to watch the team do well."

The Isthmian League outfit has created a reputation as “London’s most hipster football club” with sell-out crowds enjoying pints of Peckham-brewed craft beer and bratwurst from pop-up food stalls surrounding Champion Hill.

At the club’s last home league game in April, just under 2,500 fans attended to cement their status as one of the best supported non-league clubs.

Kinleigh Folkard & Hayward declined to comment.