Hull Kingston Rovers have changed the name of their stadium after selling naming rights to local communications provider KC.
A five-year agreement will see Craven Park become the KC Lightstream Stadium with immediate effect.
Hull KR's director of commercial affairs Linton Brown said: "Having KC on board as our stadium naming rights partners is a major step forward with our brand strategy in what are very exciting times for Hull Kingston Rovers.
"As a commercial team, we did a lot of research on identifying a brand which matches our own ambitions and values as a club and KC certainly fits that perfectly.
"This sponsorship is one which will go beyond the renaming of the ground to the KC Lightstream Stadium. We'll be working closely with KC to engage with our supporters and the East Hull community, with plans already in place to create a carnival atmosphere when we welcome Leeds Rhinos on the opening day of the season."
KC Lightstream is an internet provider that claims to be the fastest fibre optic broadband service in the UK.