Insurance company Alka has signed up as the title sponsor of the Danish Superligaen, the top division of football in the country.
The division will be renamed the Alka Superliga from January 1, 2015 and the deal will run for three-and-a-half years, until the end of the 2017-18 season.
There is an option to extend the agreement by between one and three years. The agreement is worth DKK12m (€1.6m/$2.1m) per year.
The competition has not had a title sponsor since 2010, when a nine-year partnership with airline SAS expired.