Coventry City has signed a three-year deal with premium express delivery company City Link who will become official club sponsors from the start of next season.
The sponsorship deal - which will include City Link's name on the club's home and away kits and all player-wear - is the biggest in Coventry City's history.
City Link, which employs more than 5,000 people across the UK, has had a growing relationship with the club at the Ricoh Arena over the last year and the new deal reflects its desire to increase its brand presence in the region and beyond.
It will replace international property development firm Cassidy Developments which has sponsored the club for the past five years.
Nathan Kosky, Commercial Director at Coventry City, said that the agreement carried significant incentives if the Sky Blues reach the Premier League in the next three years.
He said:"This is very good news for all parties. We are taking our relationship with City Link to a new level and its support will be a key part of the club's development over the next few years and hopefully beyond.
"At the same time, we are sure our growing profile nationally and internationally will help City Link achieve its own business goals.
"Business is about relationships and we have worked increasingly closely with City Link over the last year or so. That has gone extremely well for both organisations and this deal takes the relationship to a new level."
City Link - a Rentokil Initial subsidiary - opened a new depot in Coventry 18 months ago and more recently announced it is consolidating its national hub operations into Coventry which will become the company's epicentre for its UK activities.
Stuart Godman, Managing Director of City Link, said: "We are delighted to have reached agreement with Coventry City to become club and shirt sponsor from next season.
"This sponsorship is very much a natural fit between our two organisations. Our future strategy is underpinned with an increasing presence for our national operation in Coventry so a sponsorship link with the club is obviously an important part of our plan to focus our future in Coventry.
"Sponsorship of Coventry City will undoubtedly play an integral part in our objective of building the brand presence not only locally in the Coventry area but nationally across our wide depot network.
"This is a fantastic milestone for both City Link and Coventry City FC and we look forward to working in partnership for the future success of the club in its drive towards Premier League status."