Jubilant Darlington Football Club chiefs today unveiled the money-spinning sponsorship deal that will see the Quakers' ground renamed the Williamson Motors Stadium.

As revealed in The Northern Echo yesterday, the club has signed a lucrative agreement with the Peugeot dealership to re-brand the £20m venue.

This evening, officials from both the club and company were poring over possible designs for the new signage that will adorn the south side of the stadium, replacing the old Reynolds Arena name.

They could be in place in time for the Bank Holiday Monday game at home to Cambridge United.

The deal runs until the end of this season, although both parties revealed yesterday that they were keen to take up an option of extending it further.

The car firm's managing director, Simon Williamson, said the deal was the ideal way to mark 65 years in business in Darlington.

"I was simply reading the paper a few weeks ago and saw that Darlington was looking for a stadium name," he said.

"I got in touch and realised from our point of view it would be a great way to put something back into the community."

He added: "We're going to see how it goes, but I'll be very disappointed if this is only for a year."

No figures have been put on the deal, although Mr Williamson said it had taken up a significant part of the firm's marketing budget.

Quakers' chief executive Andy Battison said: "It is significant and does represent a major investment for the club."

He added: "While we had been talking to people who expressed an interest, there was nobody local.

"When Simon came along we had a listen and then started talking quite seriously about it. It happened quite quickly. It's all part of our idea of taking the club back into the community."

As a main sponsor, Williamson Motors will be able to entertain staff and guests in the ground's executive areas during the League Two campaign.

The Reynolds Arena name was scrapped by the club's new owner, the Sterling Consortium, in April.