The home of Bolton Wanderers will carry the Reebok name for another nine years.
Wanderers have put pen to paper on a new multi-million pound sponsorship deal with the international sportswear company which runs until 2016.
The new nine-year agreement represents the biggest sponsorship deal in the club's history.
Wanderers have also agreed principally to extend its technical kit sponsorship with Reebok until 2016, when the current agreement expires in 2009.
Reebok's association with Wanderers stretches back more than 18 years and is the longest standing main club sponsorship agreement in British football.
The company has its UK headquarters in the stadium's North Stand office, which has state-of-the-art facilities overlooking the pitch.
Wanderers and Reebok have been pioneers in terms of stadium naming rights sponsorship in the UK, since they first partnered with Reebok Stadium in 1997.
Wanderers' chief executive Allan Duckworth, said: "We have enjoyed an outstanding and mutually beneficial partnership with Reebok for a great many years.
"We pride ourselves on establishing long term strategic partnerships and are delighted to be able to extend our stadium naming rights partnership for a further nine year term, thereby reaffirming our association with one of the world's leading sportswear companies."
Kath Smith, Managing Director of Reebok UK, Ireland and Benelux added: "Reebok was founded in Bolton in 1895 and our relationship with Bolton Wanderers spans 20 years. We are delighted to maintain our strong association, not just for historical reasons, but also for the exceptional performances of the club in the recent past both on and off the field."
The club's links with Reebok go back to 1989, when the sportswear company became the club's shirt sponsor. The 1997 stadium naming rights deal described as the most lucrative stadium sponsorship in football.
The latest deal further cements a partnership between the town's football club and a company whose roots are in Bolton but is now a multi-national sportswear giant, acquired by German firm Adidas for £2.1 billion in 2005.
The original Reebok company was founded in a shop in St Helens Road by Bolton athlete Joe Foster in 1895.