Darlington have announced the latest name of their stadium is to be the Balfour Webnet Darlington Arena - the sixth name in five seasons.
Since leaving Feethams in 2003, their home of 120 years, Quakers' £20m base in Neasham Road has gone under several names with various companies willing to lend their name to the 25,000 all-seater stadium.
It began life in 2003/04 as the Reynolds Arena before being hastily, an shortly, renamed the New Stadium once the then chairman, George Reynolds, left the club.
It then became the Williamson Motors Stadium in 2004/05, and the following year christened the 96.6TFM Darlington Arena, but that sponsorship agreement ended last season since when the club have simply called their ground the Darlington Arena.
Balfour's sponsorship will ensure that Darlington becomes the first town in the North of England to offer branded wireless internet services.
The company will provide wireless Quaker Broadband, which will deliver a multitude of business and residential services.
Darlington say the sponsorship means they be the first club in the country to offer wireless broadband and telephone internet services to homes and businesses using the very latest technology called WiMax.
In addition fans will be able to make free mobile calls from Darlington using the same network. BWL has deployed wireless technology throughout the stadium and will be trialling in 2008 a host of services such as real-time betting and entertainment.
The services will be available via monthly subscription with Quakers receiving a percentage on services used by supporters.
Meanwhile, midfielder Clark Keltie has this week returned to training after recovering from an ankle injury.
He missed the first three games of the season with a hamstring strain, but on his return to training suffered an ankle knock, courtesy of a Ricky Ravenhill tackle, which meant he missed the last two matches.
However, Ravenhill, Micky Cummins and Kevin McBride have all already staked their claim for a central midfield berth while Rob Purdie has briefly played there this season so Keltie may have to be patient while waiting for his chance
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