The club announced yesterday that Warrington-based Parasol will replace Lloyds TSB.

The employment service firm already has a strong link with Rovers – managing director Rob Crossland joined the board last year.

The lifelong fan hopes the move will help Parasol to increase its own profile in the East Riding and on the Humber.

Paul Blanchard, the Rovers' chief executive, said:" There is an awful lot of synergy in this deal. Everyone at the club is working extremely hard to maintain the sensible, sustainable growth that we've seen over the past couple of years.

"We are now an established Super League force on the pitch, and I am determined that off the pitch our facilities, image and commercial opportunities reflect that.

"Parasol is a dynamic business with a clear strategy and this is exactly the type of company that we want to be associated with."

Mr Crossland said: "I can't deny that at least in a small way this is a labour of love for me.

"But on a commercial basis, Hull KR now has a brand that I am more than happy for Parasol to be strongly linked with. Everyone knows it's a challenging time in business at the moment. But in a market like this you can't afford to stand still. You have to think through every investment case carefully, but sensible investments in a tough market will always set you fair for a growth market."

The club hopes to redevelop its ground and said more than 5,200 season tickets have already been sold.