Clothing store chain Peacocks has agreed a deal to become the new title sponsor of Welsh Elite Ice Hockey League team the Cardiff Devils.
The agreement will run for three years, from the 2017-18 season until 2019-20.
Peacocks branding will now appear on the front of the Devils’ playing jerseys, while the firm will also begin to sell official club merchandise in its Cardiff stores.
In addition, all Devils season ticket-holders will receive a 20-per-cent discount at Peacocks shops.
The Cardiff Devils finished top of the 2016-17 Elite Ice Hockey League regular season, but lost in the playoff Grand Final to the Sheffield Steelers.