Cheltenham Town have announced that local firm Abbey Business Equipment as the new sponsors of their Whaddon Road ground.

Whaddon Road will now be officially known as the Abbey Business Stadium after a five-year, five-figure sponsorship contract was agreed with the club in time for the last home game of the season against Carlisle tomorrow (3pm).

The Tewkesbury Road-based firm are long term supporters of Cheltenham Town and of Gloucestershire sport in general.

The company already sponsor the youth section of Cheltenham Town ladies, providing playing kit for the reserve, under 14 and under 12 teams.

They were long term sponsors of the annual  Cheltenham Cricket Festival and the evening knockout cricket tournament for club sides in Gloucestershire.

“We are absolutely delighted to have secured this important sponsorship with such a well-known and respected local company," said Cheltenham Town chairman Paul Baker.

"It is the first time that the club has had a stadium sponsor and the signing of the agreement now is very good news and sends out a positive message about the club’s future."

Neil Brimble, Managing Director of Abbey Business Equipment echoed those views.

“We have enjoyed a long and successful relationship with Cheltenham Town FC and as a local company, it is important to support sporting activity in Cheltenham wherever possible," he said.

"We are delighted to be the very first stadium sponsor."

The Robins will be in good company in having the name Abbey associated with their ground.

Blue Square Premier promotion hopefuls Cambridge United already play at a ground called 'Abbey Stadium', although under a similar sponsorship agreement the ground is officially known as the The Trade Recruitment Stadium.

Swindon’s speedway and greyhound stadium, which is also home to a team called the Robins, is also called the Abbey Stadium, as is the home of Manchester-based North West Counties League Premier division side Abbey Hey FC.

Despite being universally known by supporters as Whaddon Road, the official name of the ground is the Victory Sports Ground.

The ground was officially handed over to Cheltenham Borough Council by the Original Cheltenham Area Brewing Company as a gift to commemorate VE day in 1945.

The Robins' chairman realises that the move may not be widely appreciated to begin with by some supporters but is confident that the new name will catch on.

"Whilst it may take a while for the new stadium name to be widely accepted," he said. 

"We are confident it will happen in the same way that the ‘In2Print’ Stand, ‘C & G’ Stand, ‘Carlsberg’ Stand and ‘Stagecoach’ Stand have."