Middlesbrough have clinched a three-year shirt sponsorship deal with the UK's largest independent pawnbroker.
The deal with Ramsdens, which has its head office and 10 of its 80 branches in the Tees Valley region, will net the club a seven-figure sum and run until 2014.
Boro introduced a monthly scheme earlier this year after struggling to find a shirt sponsor, but having taken advantage of that, Ramsdens have now committed themselves to a long-term arrangement.
Ramsden`s chief executive Peter Kenyon said: "The change of manager to Tony Mowbray, meaning a Teesside club led by a passionate Teesside chairman and Teesside manager, attracted us to cement a longer-term relationship with the club.
"We have faith that the club can get back on track and can be successful in the future, hence our willingness to sign up to a long-term deal now."