The Gelder Group signed a sponsorship deal with Lincoln City Football Club, which includes naming rights for the stadium.
The south Lincoln football ground will now be known as Gelder Group Sincil Bank Stadium.
The deal was agreed as Gelder Group celebrates in 25th anniversary, and the sponsorship will run through to 2014. The value of the deal has not been disclosed.
Steve Gelder MBE, Managing Director of the Gelder Group said: “I’m delighted that the Gelder Group name will be associated with our local football club in this, our 25th year of business.
“Whilst we have been involved with the club in the past, this is by far the biggest partnership we’ve had and it goes without saying that I wish Gary Simpson, his players and everyone connected with the Imps every success for the coming season.
Commercial Manager Russell Moore added: “This agreement on top of all other recent sponsorship announcements truly shows the businesses of Lincolnshire are supporting Lincoln City Football Club.
“Following a meeting with Steve Gelder, the Club’s suggestion of stadium sponsorship to coincide with the Gelder Group’s 25th anniversary, it did not take long to reach an agreement.”
Another major new sponsor for the Lincoln Imps is Bishop Grosseteste University, who announced a three-year sponsorship deal back in March.
BGU is sponsoring the new Imps’ home kit and will work with the club on a number of initiatives, such as Football in the Community work and partnerships between the club and BGU sports courses.