Lincoln City Football Club have signed a two-year sponsorship deal with the University of Lincoln.
The agreement will see the university's logo feature as the main sponsor on the Imps' away and third shirt for the next two seasons.
Imps chairman Steff Wright told BBC Radio Lincolnshire: "It's a fantastic deal for the club.
"I also think it's a great relationship between the club and the university, we both want to promote the city."
University pro-vice chancellor Professor Scott Davidson said: "The University is very proud to be able to support the club, we wish the Imps every success both on and off the pitch."
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