The East of England Co-op have extended their sponsorship of Town’s West Stand for a further three years until 2018.
The stand, previously known as the Pioneer Stand and the Britannia Stand, has been sponsored by the East of England Co-op since 2012.
"The relationship between the club and the East of England Co-op is a great one,” Town’s director of sales, Rosie Richardson, told the club site.
"We both work together to consistently strive on developing new initiatives for the benefit of the supporters and the community.
"The East of England Co-op team are proactive and we are so pleased that they are continuing to sponsor the West Stand for a further three-year period. We thank them for their support and loyalty.”
The East of England Co-op’s head of member and community services, Christian Bone, added: "We are delighted to continue the strong partnership and by working together in the local community, we are confident we can make a positive impact in areas such as health and well being and the development of young people in particular.”
To celebrate the news, the East of England Co-op will be firing Farmyard Friends and T-shirts into the crowd to celebrate at half-time during Saturday’s game against Sheffield Wednesday.
They will also be giving away prizes including gift vouchers at their membership vehicle by the East of England Co-op Stand turnstiles prior to kick-off, while you could win a TV if you’re in an extra lucky seat.