English Premiership rugby union club Worcester Warriors has signed a sponsorship deal with electronic cigarettes manufacturer E-Lites.
Under the agreement, E-Lites has become the title sponsor of the South Stand at Worcester’s Sixways Stadium.
E-Lites, which is based in Bromsgrove, Worcestershire, is making its first move into rugby sponsorship but has an established sporting presence.
In September, E-Lites became an official partner of Scottish Premiership football club Celtic and a platinum partner of its Glasgow rival Rangers.
E-Lites is also an official sponsor of the British Superbike Championship for 2013.