Hull Kingston Rovers have secured a new stadium naming rights agreement with local communications provider, KC.
The five-year deal will see Craven Park renamed the 'KC Lightstream Stadium' - after the company's fibre broadband service - with immediate effect.
Linton Brown, Hull KR Director of Commercial Affairs, said: "Having KC on board as our stadium naming rights partners is a major step forward with our brand strategy in what are very exciting times for Hull Kingston Rovers.
"As a commercial team, we did a lot of research on identifying a brand which matches our own ambitions and values as a club and KC certainly fits that perfectly.
"This sponsorship is one which will go beyond the renaming of the ground to the 'KC Lightstream Stadium'.
"We'll be working closely with KC to engage with our supporters and the East Hull community with plans already in place to create a carnival atmosphere when we welcome Leeds Rhinos on the opening day of the season."
Gary Young, KC's Director of Business and Consumer Services, said: "Over recent years we've developed a close partnership with Hull Kingston Rovers, supporting both the club's community trust and its youth academy.
"Sponsoring the stadium takes our partnership to the next level as one of the club's major supporters.
"KC Lightstream is our flagship service and we're very happy for it to be associated with a club that holds a special place in the heart of so many of our customers, as well as being an important asset to the city as a whole."
