Wolves have announced the most lucrative sponsorship deal in their 132-year history, with online betting company Sportingbet.com taking over from Chaucer Consulting this summer.
The two-year agreement is worth a seven-figure sum although club chief executive Jez Moxey insisted the exact amount would remain confidential when the deal was unveiled at Molineux.
As of next season, Sportingbet.com will, among many areas, become the club's kit sponsors, bringing an end to Chaucer's five-year stint as main club sponsor, although they will maintain a commercial relationship with the club.
Sportingbet.com, one of the world's leading online gaming companies, revealed three other clubs were seriously considered, including Premier League sides, but they opted for Wolves, identifying the feel-good factor surrounding the Coca-Cola Championship leaders as one of the main pulling points.
Moxey said: "The Sportingbet.com team are passionate about football which makes them the perfect fit for our club and for our loyal fans."