Sheffield United Football Club is to rename their home grounds Jessica Ennis Stand after Redbrik after signing a sponsorship deal with the local estate agent.
The move comes just months following a furore over the club’s courting of convicted rapist Ched Evans, prompting Ennis to warn she would end any association with the club if they went through with the signing.
Announcing the new sponsorship deal Sheffield United made no mention of the controversy but insisted it wished to retain its association with the Olympic athlete.
Club managing director Mal Brannigan said: “The introduction of Redbrik as the new Bramall Lane stand naming rights partner sees the name of the city’s most famous Olympian replaced, three years after the club honoured Jess Ennis-Hill’s achievement at London 2012.
“We have started discussions with Jess and her team as to how she continues to be recognised by the club going forward befitting of her achievements and our hopes for her in Rio 2016.”
For her part Ennis said: “It was a real honour to have had the Bramall Lane stand named after me in 2012 in recognition of my Olympic achievements. However, I completely understand the need for Sheffield United to recognise the valuable contributions of its sponsors and want to wish the club and the team all the best for the forthcoming season.”
Sheffield United refused to confirm how much the sponsorship deal was worth.