League One side Colchester United has agreed a new sponsorship deal with cruise agent Reader Offers Limited.
The firm, based in the region, have agreed a two year deal which will see Reader Offers Limited sponsor both the home and away shirts.
Jeremy Dickinson, Reader Offers Limited's Managing Director, said: "We are both excited and proud to be the chief sponsor of Colchester United, especially as the majority of our 125 employees come from the Colchester area.
"We are a results driven company, so much like Colchester United really!"
The U's recently lost manager Aidy Boothroyd, who left to join Championship side Coventry City.