Leicester Lions have unveiled two major sponsorship deals ahead of their 2013 Premier League campaign.
County company Harry Jordan Haulage has stepped into the void vacated by Elliott UK to back the team, which will now be known as the Harry Jordan Leicester Lions.
In a separate agreement with a midlands-based business, their Beaumont Park circuit will be renamed the Jordan Road Surfacing Stadium.
Both deals are a considerable boost to the Lions for their third competitive season in speedway's second tier.
Harry Jordan Haulage was founded 40 years ago by speedway fan Harry Jordan and is now owned by his grandson Russell Bateman.
"My granddad first took me to watch speedway at Blackbird Road in the last three seasons before it disappeared and I have been interested in the sport ever since" said Bateman.
"I was really pleased when the Lions returned and have followed the team from day one.
"I was looking to become more involved in the club and, when the opportunity arose for the position of main team sponsor, I thought it would be an ideal way to provide assistance to the promotion."
Barry Jordan founded Jordan Road Surfacing Ltd in 1995 and it has since grown into one of the largest and independent surfacing and planning contractors in the midlands.
"It is a great honour for Jordan Road Surfacing to be associated with Leicester Speedway and we are proud to become part of the club and have the stadium named after the company," said Barry Jordan.
"We are a local company with a working presence in Leicestershire and, with 75 per cent of our workforce living in the county, there is already an affinity with the area."
Promoter David Hemsley said: "It is so important for the development of Leicester Speedway to have people like Russell and Barry on board.
"Without the support of our sponsors and business partners, improvements in all aspects of the club would be that much slower.
"Our vision is to bring Elite League speedway to Leicester in the not too distant future and, with our on-going plan of improving the amenities in the stadium, it becomes much more achievable through the generosity of people like Russell and Barry.
"Leicester Speedway is no different to any new business as it is forever evolving.
"We see the re-branding of the stadium as a significant milestone in the life of the club as the venue will take on a new identity."
Their first meeting of the season at the Jordan Road Surfacing Stadium will be on Saturday, March 16, when the Lions meet near-neighbours the Coventry Bees in the East Midlands Bowl.
