Sheffield United has named a stand after an independent estate agent after signing a new deal.
Redbrik Estate Agency has completed a three-year deal to sponsor the Bramall Lane stand, which was previously known as the Jess Ennis stand.
The League One club named the stand after Jessica Ennis-Hill following her success at London 2012.
Last year, the heptathlon gold medallist said she would want her named removed from the stand if the club resigned convicted rapist Ched Evans.
Sheffield United managing director, Mal Brannigan, said “The introduction of Redbrik as the new Bramall Lane stand naming rights partner sees the name of the city’s most famous Olympian replaced, three years after the club honoured Jess Ennis-Hill’s achievement at London 2012.
“We have started discussions with Jess and her team as to how she continues to be recognised by the club going forward befitting of her achievements and our hopes for her in Rio 2016.”
Jessica Ennis-Hill: “It was a real honour to have had the Bramall Lane stand named after me in 2012 in recognition of my Olympic achievements.
“However, I completely understand the need for Sheffield United to recognise the valuable contributions of its sponsors and want to wish the club and the team all the best for the forthcoming season.”
Redbrik, launched in Chesterfield two years ago, and now has offices in Millhouses and Crystal Peaks Shopping Centre.
Unitedite Mark Ross, who founded the company with Julie Bulheller, said: “We are delighted to be entering into a partnership with the Blades.
“We operate across the region but our Sheffield offices are very much in the heart of the United fan base so a relationship with the Club is an ideal and timely way to further build our profile. In coming weeks we will be announcing an initiative for fans which will help them buy their season ticket in the future.”
Mark, aged 34 and born and bred in Sheffield, said the sponsorship has special significance.
“My grandfather and father both had season tickets in the Bramall Lane stand before it became the away end,” he added.
Sheffield United head of commercial, Paul Reeves, said: “This is another significant new commercial relationship for the football club and we are delighted to be in a partnership with an exciting regional business in Redbrik which has allowed us to formulate a deal that is structured to work for both parties and importantly one that brings new benefits for our supporters.
“We would like to thank Mark and his colleagues for their foresight in working with the Club and we believe that it will help them to meet the ambitious growth plans of their business”.