A stand at Sheffield United has a new sponsor in the form of estate agency firm Redbrik.

Olympic heroine Jessica Ennis-Hill had the Bramall Lane stand at the ground named after her, but last November asked for it to be removed after the club said it would consider re-signing convicted rapist and former player Ched Evans – which in the end it did not do. The stand will now be named after Redbrik which has a three-year sponsorship deal.

Redbrik was founded two years ago by Mark Ross and Julie Bulheller and has just opened its third branch.

Ross said: “We are delighted to be entering into a partnership with the Blades.”

Sheffield United managing director Mal Brannigan said: “The introduction of Redbrik as the new Bramall Lane stand naming rights partner sees the name of the City’s most famous Olympian replaced, three years after the club honoured Jess Ennis-Hill’s achievement at London 2012.

“We have started discussions with Jess and her team as to how she continues to be recognised by the club going forward befitting of her achievements and our hopes for her in Rio 2016.”

Ennis-Hill said: “It was a real honour to have had the Bramall Lane stand named after me in 2012 in recognition of my Olympic achievements.

“However, I completely understand the need for Sheffield United to recognise the valuable contributions of its sponsors and want to wish the club and the team all the best for the forthcoming season.”

The club refused to comment on how much the new deal was worth when contacted by Press Association Sport.

The club’s head of commercial Paul Reeves added: “This is another significant new commercial relationship for the football club and we are delighted to be in a partnership with an exciting regional business in Redbrik, which has allowed us to formulate a deal that is structured to work for both parties and importantly one that brings new benefits for our supporters.”