The Hereford Times is to splash the best part of £5000 on Hereford United this season.
The paper has become the first business to join the 'Golden Partner' scheme which was recently launched by Bulls chairman David Keyte.
The scheme comprises a range of sponsorships at a discounted rate including hospitality, advertising and player sponsorship.
The editor of the Hereford Times is Fiona Phillips.
"With the arrival of the new owners there is a sense of optimism around the club and city," she said.
"As another organisation that is an integral part of the local community we want to be part of a bright future for the club."
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Next Game: Away At Needham On Tuesday February 11th Kick Off 7.45pm