Wolves have announced that their new club sponsors will be Sportingbet.com, the on-line gambling firm.
The two-year deal is worth a seven-figure sum, making it the most lucrative in the club's history.
"A successful club has to be commercially sound," Wolves chief executive Jez Moxey told BBC WM.
"Any investment along the lines of this sponsorship helps our case to buy players, employ players, and invest in our ground."
Wolves remain in pole position to seal a return to the Premier League next season, sitting at the top of the Championship, five points clear of Birmingham City.
What's in it for me? I don't know, it's not going to affect me for six games
Wolves boss Mick McCarthy
Manager Mick McCarthy knows the funds from the sponsorship will be a major help in trying to bridge the gap between the two divisions, provided they complete the task in hand.
"I'm happy for the club that we're not chasing around looking for a sponsor, and that somebody thinks that this club and this team are professional," said the former Republic of Ireland boss.
"What's in it for me? I don't know, I'm not bothered. It's not going to affect me for six games, not one iota will I be bothered.
"It's a huge 'if' whether we get promoted, so don't get me stepping in front of myself because I won't."
Sportingbet.com take over from Chaucer Consulting, owned by Molineux director Bob Laslett, Wolves' sponsors for the past five years.
Chaucer will remain sponsors until the end of the current season, after which they will 'maintain a commercial relationship with the club'.
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