The stand, which is shared by home and away supporters on matchdays, will now be known as the Lincolnshire Co-operative Stand and will shortly be given a facelift with the distinctive white and blue branding of the new sponsors.

Lincolnshire Co-operative has a strong presence within the town, with foodstores situated on Argyle Street, Eastwood Road, Skirbeck Road and Woodville Road, plus pharmacies on Liquorpond Street and Tawney Street and funeral services on South Street.

Reflecting on the sponsorship news, United commercial manager Craig Singleton told bufc.co.uk: “It is a great boost to attract such a well-known name as Lincolnshire Co-operative to sponsor the York Street Stand.

“We spoke to a number of companies who were interested in this excellent marketing opportunity and we were delighted when it emerged Lincolnshire Co-operative would be joining forces with Boston United ahead of the new season. It is a timely boost with the new season only a matter of weeks away.

“We thank Sam Turner and Richard Whittaker at Lincolnshire Co-operative for their initial support and look forward to working with them throughout the forthcoming season.”

Richard Whittaker, membership and community assistant manager at Lincolnshire Co-operative, added: “We are delighted to agree this sponsorship with the club, which sees two household names in the area coming together.

“Boston United is a key part of the community and is more than just a football club and we are more than just a retailer. We are committed to the serving the community and we wish the club all the best for a successful season.”

The re-branding of the stand will be completed in advance of the Pilgrims’ first home Blue Square Bet North encounter of the season on Tuesday August 21 against Histon.