Sheffield United have announced a new sponsorship with a locally-based nutrition company, fronted by city boxing legend Johnny Nelson.
The tie-up, described by Blades' head of commercial Paul Reeves as an "exciting new partnership", is with BFN Nutrition, who have offices at the English Institute of Sport and a production factory at Ecclesfield, Sheffield.
The company's products are in wide use in the sports world and are particularly popular in Sheffield boxing circles.
BFN was set up by Nelson, retired cruiserweight world champion, and young entrepreneur brothers Liam and Gavin King. Liam is a nutritionist, and Gavin a personal trainer.
The BFN logo will be visible on the training bibs of the first team and fans will be able to win the firm's products during special events on match days throughout the season.
Paul said: "The partnership allows the Club and also Blades fans to use BFN nutrition for supplementation and pre workout drinks, as well as offering exclusive savings to our supporters. We are delighted to be working with the BFN brand which prides itself on high quality products and ingredients, backed up by medical journals.
"This is another great sponsorship for Sheffield United. BFN have made strides in boxing so it is an ideal product range to bring to the football market and also our fan base. It's an exciting new commercial relationship for the Club."
Liam said: "We are thrilled to be involved with the Blades because this is the first major football club we have become commercial partners with. We are really looking forward to working with them and their supporters as the Club push towards Championship promotion."
For the whole of the season, Blades fans can get 20% off all BFN products using the discount code "blades1" when visiting the web site www.bfnnutrition.co.uk