English Championship football club Bolton Wanderers has agreed a deal for the University of Bolton to take on the naming rights to its home stadium.
The venue had been known as the Macron Stadium since July 2014 under a deal with Italian sportswear firm Macron, but will now rebrand as the University of Bolton stadium.
Terms of the new deal were not disclosed, but it was confirmed that the name change will come into immediate effect ahead of the start of the new Football League season this weekend.
Bolton Wanderers chairman Ken Anderson said: “We are extremely proud of this strategic long-term partnership with the University of Bolton.
“Like us, they are at the heart of the community and play a vital role in flying the flag for our great town. We will be honoured to display their brand on our stadium which will help them reach out to a wider audience.”
Professor George E Holmes DL, president and vice-chancellor of the University of Bolton, added: “The deal will enable students studying Sports Science to have an opportunity to help assess sportsmen and women in a professional environment which will greatly enhance their learning.
“They will have access to the state-of-the-art facilities and specialist expertise at the club with an opportunity to develop a real-world understanding of their subject in a professional environment; invaluable for our students as they seek employment further down the line.”
The venue was famously known as the Reebok Stadium from its opening in 1997 to 2014 when the Macron deal came into effect.
When named as the Reebok Stadium, the venue played host to some of the most memorable games in the history of Bolton Wanderers, including a number of ties in the UEFA Cup – now known as the Europa League.
Image: University of Bolton