Telecommunications company Vodafone is in advanced talks over a naming-rights deal for the London Stadium, according to various reports.

UK broadcaster Sky News has reported that Vodafone is close to agreeing a six-year deal worth £20m (€23.4m/$24.9m) for the naming rights to the former Olympic Stadium, which was built for the London 2012 Games and now serves as the home of Premier League football club West Ham United.

Stadium operator the London Legacy Development Corporation has reportedly been in talks with Vodafone for several months.

The agreement would cover the 2017-18 to 2022-23 Premier League seasons. Sky News said all revenue generated from the deal would go to LLDC, and not West Ham.

LLDC has been seeking a naming-rights partner for the stadium since last summer. Back in July, supermarket chain Tesco was reported to have been interested in striking a deal, with Indian automotive company Mahindra having previously been linked.