Championship club Birmingham City have joined forces with Tenerife based EZE Group to become the club's Entertainment, Leisure and Travel Partners.
The deal will see EZE Group offer tailor-made packages to suit individual Blues fans' tastes and also sponsor the club's player of the month vote.
The Blues are embarking on a European tour of their own on Thursday night when they travel to Madeira to tackle SC Nacional in the Europa League.
Blues’ commercial manager, Ian Dutton, said: "We are delighted to welcome EZE Group on board and look forward to working with them over the course of what will be an exciting season at St. Andrew’s."
The Eze Group allows people to buy credits, which can be used on a wide range of leisure activities, including holidays, spa and city breaks, and entertainments like theatre and restaurant visits.
Gerald Tiernan, European sales and marketing director for EZE Group, said: "We are looking forward to a very productive relationship with this great club and its amazing fans.
"We hope that the Blues, their members and supporters will be able to benefit from our wealth of knowledge and experience in the entertainment and leisure industry.
"The coming season is very exciting for both Birmingham City Football Club and EZE Group and we hope that the fans will enjoy many of our joint ventures.
"Good luck to Birmingham City Football Club in Europe and at home this season and we look forward to a very healthy business relationship."