Premier League giants Manchester United have continued their sponsorship drive by snapping up Japanese noodle manufacturer Nissin as the club's 14th global sponsor.
The news comes just days after the Old Trafford-based club signed a record 10-year deal with Adidas, worth up to £750m (€950m, $1.3bn).
The club's latest deal proves that, despite a dismal season, the Manchester United brand still presents an attractive offer for brands looking to affiliate themselves with the world's biggest sporting institutions.
Financial details of the deal between Nissan and the Red Devils have not been disclosed, but the agreement means that United now have 14 global partners, which will earn the club around £9m a year.
The deal will allow Nissin to display branding and advertisements on club publications, such as match day programmes, on United's television channel MUTV and inside the stadium in the form of advertising hoardings.
Nissin CEO Koki Ando said that the United agreement is just the beginning of a new project that will see the noodle makers forge associations with the biggest names in sports.
"Nissin will start a new project in collaboration with athletes and sports teams," he said.
"Our slogan for this project is 'HUNGRY TO WIN'. We strongly believe we can 'ignite a spirit of challenge across the world' by our partnership with Manchester United who is the best in the world in name and in reality."
Manchester United appear to have embarked upon a new chapter of ruthless commercial growth after US brand Nike decided to end its 13 year affiliation with the club.
Nike had paid United £23.5m a season to manufacture the players' shirts, but pulled out of renewal negotiations when it became clear the Reds were pushing for a deal closer to the £75m eventually agreed by Adidas..
Nike said in a statement: "Any partnership with a club or federation has to be mutually beneficial and the terms that were on offer for a renewed contract did not represent good value for Nike's shareholders. We look forward to a successful final season with the club."