The organisations behind the world-wide hit computer game Football Manager, SEGA Europe Ltd. and Sports Interactive Ltd., are joining forces with Sheffield United for the forthcoming season.
The agreement will see the Football Manager logo emblazoned on the back of the club's home and away shirts, while the brand will also feature on replica shirts and appear on perimeter advertising boards and in other locations around Bramall Lane.
"We are delighted to be developing partnerships with such high profile leisure businesses, said Sheffield United Commercial Director Steve Coakley.
"Football Manager is very popular with football fans across the world and it is timely that we have joined forces with SEGA and Sports Interactive when we have just appointed David Weir as our own new football manager!"
For SEGA and Sports Interactive it means they now have a trio of sponsorship deals in place with Football League clubs. The two others are Championship side Watford and League Two club AFC Wimbledon.
Amanda Farr, Marketing Director of SEGA Europe Ltd., said: "Sheffield United is one of the best-known names in English football and we are excited to establish what we hope will be a winning partnership."
Miles Jacobson, MD of Sports Interactive, added: "Sheffield United is not only a great community club in one of the country's sporting hotbeds, it also has a terrific footballing pedigree and a dedication to talent development - factors which are recognised in Football Manager. We're looking forward to an exciting and rewarding season."