West Bromwich Albion announced that HomeServe, Britain's home emergency repair experts, will be their new official club sponsors for the 2010/11 season.
HomeServe's logo, including new phone number 0800 247 999 will appear on Albion's shirts, as the spearhead of a new marketing initiative. It is the Walsall-based company's first venture into sports shirt advertising.
HomeServe will have additional high-profile branding at The Hawthorns and will be working with the club on ways it can provide benefits to Albion supporters.
Albion Chief Executive Mark Jenkins said: "We are delighted to have HomeServe on board, particularly as this sponsorship brings together two highly-prominent West Midlands brands.
"In the current economic climate the club is pleased our shirts will feature a successful locally-based company with an international profile at the start of a new initiative.
"We can now start branding our new home and away kits with the HomeServe logo and sales dates will be announced shortly."
HomeServe has grown rapidly since its inception in 1993.
It now spans the UK, France, Spain and the US, and has formed partnerships with utility, energy and insurance companies to offer customers peace of mind when it comes to fixing, maintaining and looking after their home.
Jon Florsheim, Chief Executive, HomeServe Membership, said: "In choosing a sponsorship partner we felt it was important to acknowledge our West Midlands roots and so we were very pleased to be able to strike a deal with West Bromwich Albion and support the team over the next season.
"As well as supporting the team, we will of course do our best to support the fans too, ensuring they never miss a game as a result of a home emergency!"