• Club signs deal with local garden furniture store • ‘You can’t say the name without grinning’ says sponsor

This article is more than 5 years old

This article is more than 5 years old

Cheltenham Town are to rename their ground the World of Smile Stadium after signing a new sponsorship deal with a local garden furniture store.

“World of Smile are leading providers of conservatories, garden buildings, sheds, cane and rattan furniture,” according to the club website, and will take over the naming rights of Whaddon Road for the next three seasons.

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“You can’t say the name World of Smile without grinning and that’s what our company is all about: making customers and clients happy with a positive outlook and that is why we are reaching out into the community,” said their managing director, Jon Burke, a nephew of the post-war Arsenal player Peter Goring, who began his career at Cheltenham.

“This is a massive deal for us and I think my uncle will be looking down with a smile,” he added.

The National League club’s chairman Paul Baker said he was “absolutely delighted with this deal”.

Cheltenham Town FC (@CTFCofficial) Cheltenham Town announce new stadium sponsor in three year deal: http://t.co/rJ1j1JIZms #ctfc pic.twitter.com/OpMhrv16r7

He added: “It is a completely new name to be associated with the club and it’s a great deal for both parties.”