Darlington Football Club says it has not authorised anyone to sell advertising for a proposed town map.
A trader, who does not want to be named, says he was approached by a man selling advertising for a fold-out map of the town centre.
The shopkeeper says he was told the map had the backing of club official Luke Raine and that a copy would be placed on each of the 25,000 seats at Darlington's new stadium when it opens.
The man paid a £100 deposit for an advert, but later cancelled the cheque after contacting the club.
Mr Raine said: "I don't authorise anybody to go out selling advertising unless it's purely for the football club.
"Anybody claiming to sell advertising without correct accreditation from Darlington Football Club has nothing to do with the club.
"These people might have rung me up with the idea, I don't remember, but I haven't sanctioned anything. If we had done, they would have had it in writing.
"And as for as putting them on the seats at the new stadium, I don't know anything about that."
Nobody at the company which produces the maps was available for comment.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article