Bolton have announced QuickQuid as the club's new sponsor on a two-year deal.
The pay-day loan company will have its logo on Wanderers' matchday and training kit and will also be involved in initiatives across the community, replacing online bookmakers 118BET whose deal expires next month.
Chairman Phil Gartside said: "We are excited to welcome QuickQuid as our new principal partner.
"In our discussions it became obvious very quickly that both parties wanted to develop a partnership that engaged with all elements of the football club and community, and as much as anything else, to bring some real fun to matchdays.
"This is one of QuickQuid's initial UK sports partnerships, and I am delighted that they have joined with us at Bolton Wanderers.
"Their energy and enthusiasm to help develop initiatives in collaboration with the Community Trust, and to support education and other sporting opportunities in and around Bolton has been extremely refreshing.
"And of course, they are also very excited to be supporting Bolton Wanderers in what should be an enthralling push for success on the pitch over the next two seasons."
Head of partnerships for QuickQuid Greg Hohnstein added: "We are delighted to be working with Bolton Wanderers over the next two seasons - and possibly longer.
"We were immediately impressed by the evident passion of the club and its supporters.
"We are excited to be part of a strong partnership as it develops over this period to help bring success on the pitch, and positive results and opportunities in the wider community."