BOSSES at Darlington Football Club will today reveal a major sponsorship package with a North-East car dealership that sees the Quakers' stadium renamed.

The Northern Echo understands that the £20m Neasham Road venue will be branded with the name of Peugeot dealership Williamson Motors.

The news comes four months after the club's owner, the Sterling Consortium, had the Reynolds Arena signs pulled down from the south side of the stadium.

Neither the club nor the company would comment about the new deal last night.

Darlington FC invited press, radio and TV to the stadium this afternoon for what was described as a major announcement about the stadium name, but gave no further details.

However, it is understood that Quakers chiefs will be joined by Williamson Motors' managing director, Simon Williamson, to reveal details of the rebranding.

Sources close to the club indicated that the deal would run for the remainder of the season, with an option of being extended once it is over.

The new regime admitted it was keen to brand the stadium and had a price that it believed the package was worth.

But the deal with Williamson Motors has come out of the blue, as club officials had previously suggested they were in no great hurry to find a new name.

Renaming the arena is the latest in a string of initiatives unveiled by Sterling.

Quakers legend Ron Greener had a suite named after him, a new study centre is being developed, the team plays in a hoops strip again and a new bus scheme for fans will be launched this weekend.

A bar for season ticket holders is also due to open at Saturday's game against Bristol Rovers.