League One club Crewe Alexandra have announced a new partnership that will see its home of 115 years renamed Mornflake Stadium.
Mornflake, made by Crewe-based Morning Foods which can trace its roots back to 1675, has been the principal partner of the football club since 2005 when the firm's logo first appeared on home and away shirts.
This new agreement represents the biggest single partnership in the club’s history and will initially run until the end of the 2023/24 season.
Chairman Charles Grant said: "We are so lucky to have Mornflake supporting our football club in the unwavering way that they do.
"The difference they have made to Crewe Alexandra over the last two decades is enormous and extremely valued, and we are very proud to rename our home Mornflake Stadium.
"This takes our strong relationship to yet another level, and we are excited to know we will be continuing to work together over the coming seasons."
James Beckett, head of commercial at Crewe Alexandra, added: "For Mornflake to extend their support amid what are challenging times for the football world is remarkable and very much appreciated.
"They have steadfastly backed the football club and played a substantial role in our recent successes. Hopefully, we can now look forward to celebrating more good times at Mornflake Stadium over the coming years."
John Lea, managing director at Mornflake, said: "We are delighted to sponsor the Mornflake Stadium.
"It gives us great pride to enhance our long partnership with Crewe Alexandra, and we look forward together to what I'm confident will be an exciting future for this community owned and supported club."
The news comes as Morecambe FC, who were recently promoted to League One, appointed Ben Sadler as their new general manager to oversee all non-footballing operations.
Mr Sadler will lead and manage all non-football activities and operations after spending four years at Harrogate Town AFC.
He said: "I am delighted to be joining Morecambe Football Club as the club embarks on its first ever season in League One.
"We will be looking to capitalise on the success of 2020-21 by refining, improving and driving forwards the off-field operations, to ensure they are befitting and supportive of a sustainable League One club.
"From the moment I first met the board and staff, I knew that this was a progressive and forward-thinking organisation that I wanted to be a part of. These are exciting times for the club and its’ supporters, and I cannot wait to get going."
