It might not sit well with the purists, but in difficult financial times selling the naming rights to your ground brings in much-needed cash.
Lincoln City and Boston United's homes are now known as the 12th Imp Sincil Bank Stadium and the Jakemans Stadium respectively.
Now Lincoln United have followed suit, which has seen Ashby Avenue become the NTR Solutions Stadium.
The Whites' five-figure deal with the national telecommunications company will run until 2014.
"This is the biggest sponsorship deal the club has secured in recent years and we are indebted to Nigel Gravett and NTR for their continuing support," said Whites commercial director Allen Crombie.
"We are building on this to develop further programmes to encourage more young people to get involved in football and sport in general and NTR will feature prominently."
NTR chairman Nigel Gravett added: "We are very impressed by the club's ambition to achieve a higher level of football while improving their facilities and becoming a local community hub."