Nicknamed, The Blades, the club unveiled its partnership with the bed bank during a launch event for its 2016-17 playing kit at Doncaster Sheffield Airport.

The travel business, which has offices in both Sheffield and London, has agreed a three-year deal with the Yorkshire team who finished eleventh in Sky Bet League 1 last season.

After announcing the deal, chief executive Jacky Bedlow said: “This is an exciting milestone for our fast-growing business. The association with Sheffield United, with a strong supporter base and a recognised name in the English game, will enhance our brand as we seek to further build alpharooms.com’s reputation as one of the UK’s most reliable and best-known online travel agencies.”

Paul Reeves, head of commercial for Sheffield United added: “We have worked hard over the last six months on this new commercial relationship and we are delighted to be partnering with alpharooms.com. This will certainly help them grow their national awareness whilst also creating a link with our own supporter base. We have had a great relationship with outgoing main sponsor John Holland and we express our thanks to them for their support over the last two seasons.”