Wolves fans have launched a petition in response to Wolves unveiling The Money Shop as the club's main shirt sponsor this week.
Some supporters have criticised the three-year deal, believing Wolves shouldn't be promoting a payday loan company.
The petition, launched by Tom Byrne from Sedgley, calls for Wolves to reverse the sponsorship decision and 'rectify this error of judgement'.
The petition states: "We strongly feel that that the Money Shop's business practices, whilst legal, do not fit with the ethics of the football club, the supporters and the area it represents and believe that this is something that as custodians and employees of the club you should seek to consider and uphold where ever possible.
'Jez Moxey, as CEO of Wolverhampton Wanderers FC, we are calling on you to reconsider the sponsorship agreement between the football club and "The Money Shop".
'Whilst we acknowledge that they have already sponsored the club in the past and that their business practices completely legal, we feel that the move to become the main sponsor is a step too far forming a significant link between the football club and their business, including their practices.
'We believe that this significant change is one that impacts negatively on the club to such an extent where we must ask for the association be completely broken between the two entities.
'We strongly feel that that the Money Shop's business practices, whilst legal, do not fit with the ethics of the football club, the supporters and the area it represents and believe that this is something that as custodians and employees of the club you should seek to consider and uphold where ever possible.
'We hope that the club will appreciate and accommodate our strong views on this and are requesting you, as CEO, quickly rectify this error of judgement.'
At the sponsorship launch on Wednesday Moxey said: "It's a highly regulated business. They're here to try and improve the image of the sector.
"It's a service that if it wasn't available, the alternatives to the people who need it are quite stark.
"I don't think we could have associated with a more reputable firm.
"Engagement with fans and community is at the very heart of this relationship."
The Money Shop has been associated with Wolves since 2009 and already sponsors the South Bank.
The company describes itself as a 'diversified financial provider' and offers cash to gold and pawnbroking services in addition to short-term loans.
The deal has sparked a huge debate online, with some fans criticising the move and others suggesting that maximising income must be the club's priority.
Newcastle fans made a similar protest when Wonga were named as shirt sponsorship 2 years ago but still went ahead.