Warrington Wolves' home will continue to be known as The Halliwell Jones Stadium until at least the end of 2021. The club's partnership with the Warrington business has been extended for a further five years.
While there are grounds in the top flight of rugby league that have had one or more name changes during their existence, Halliwell Jones has held the naming rights since the new ground was opened in 2004.
The extended and improved deal is considered a massive coup for the club and the agreement also involves a joint venture of the construction of a 30 square-metre digital screen outside the stadium and a 30 square-metre screen inside the stadium.
Wolves’ chief executive Karl Fitzpatrick said: “Halliwell Jones is synonymous with the Warrington Wolves brand and so we are delighted that the partnership will continue for at least another five years.
“As we enter the 14th year of this successful partnership we are continually looking to develop the relationship.
"This is reflected in the joint venture of the installation of two digital screens at the stadium. The screens will not only open up new commercial avenues for both businesses but will also enhance the fan engagement experience.”
Jim Houghton, Halliwell Jones sales director, added: “We are delighted to extend our naming rights and look forward to continuing our healthy partnership with the Wolves, who are an integral part of the community. The new screen will bring a dynamic marketing opportunity to local businesses.”