Sheffield United have confirmed that Jessica Ennis-Hill's name will be removed from a stand at Bramall Lane after the club struck a partnership with local estate agent Redbrik.
The stand will now carry the name of the League One club's new sponsor, which has signed a three-year deal with the Blades.
Ennis-Hill was honoured by her local club after the heptathlon star won gold at the London 2012 Olympics.
Managing director Mal Brannigan told the club's official website: "The introduction of Redbrik as the new Bramall Lane stand naming rights partner sees the name of the City's most famous Olympian replaced, three years after the club honoured Jess Ennis-Hill's achievement at London 2012.
"We have started discussions with Jess and her team as to how she continues to be recognised by the club going forward befitting of her achievements and our hopes for her in Rio 2016."
Ennis-Hill added: "It was a real honour to have had the Bramall Lane stand named after me in 2012 in recognition of my Olympic achievements.
"However, I completely understand the need for Sheffield United to recognise the valuable contributions of its sponsors and want to wish the club and the team all the best for the forthcoming season."
The 29-year-old warned the club in November last year that she would want her name removed from the stand if they re-signed convicted rapist Ched Evans.
Danielle Joynson
