Lincoln City FC announced it has agreed a two-year sponsorship deal with the University of Lincoln.
The deal will see the University of Lincoln's logo feature as the main sponsor on the Imps away shirt and third shirt for the next two seasons.
The University of Lincoln is the latest local institution to show its support for the football club and the deal will see the University involved in a wide range of activities with the Imps, both at the Club and in the local community.
City Chairman Steff Wright said he was delighted with the agreement and added: "The University of Lincoln has played a massive role in the recent development of the City. In many ways their aims match those of Lincoln City Football Club. We both aim to create an environment where ambitious young individuals can develop and reach the top of their game whether that be football or the academic programmes offered by the University."
He continued: "I thank them for their support and look forward to playing our part in a relationship which I hope will benefit the entire City of Lincoln."
The University of Lincoln becomes just the third UK university to sponsor a Football League club.
Professor Scott Davidson, Pro Vice Chancellor (External Affairs) at the University of Lincoln, said: "Both the University of Lincoln and Lincoln City FC are established parts of the local community and play important roles in the cultural life of the city. We see this sponsorship opportunity as an excellent way to develop the relationship between the two institutions.
"The University is very proud to be able to support the club, particularly in its 125th anniversary season, and we wish the Imps every success both on and off the pitch."
The new away shirt, featuring the University of Lincoln's logo, will be launched at a later date.