AFC Bournemouth has signed a deal with the Seward Motor Group to sponsor Dean Court for the next three years.

The six figure deal for the naming rights was unveiled to the crowd before the home match against Rochdale on Saturday afternoon.

It is also a massive boost to the club ahead of the playoffs as the team battle to secure a place in the final at Manchester United’s Old Trafford and promotion to the Championship.

It’s one of the biggest commercial deals in the club’s history.

From July 1, the ground will be officially known as the Seward Stadium.

Seward chairman John Saunders said: “We are very proud to be involved with the club and very excited by this deal.

“We have a long association with AFCB and we’re delighted to be putting something back into the community through the club.”

He praised the directors and the coaching and playing staff.

“They are doing an excellent job and this stadium is a superb facility.”

Cherries chairman Eddie Mitchell added: “To see a good local family brand commit on this level is a testament to the hard work done at the club.

“The fans have never been as supportive and to have the backing of such a strong commercial partnership is reassurance to all that we are an ambitious club with long-term goals.”

Seward has sponsored the club in different ways since 1998, making it one of the longest serving commercial sponsors – including shirt sponsorship for eight years.

Mr Mitchell said: “They are great supporters of the club.”

AFC Bournemouth is one of only a handful of clubs in the division to have secured such a deal.

Seward Motor Group was founded in 1989 and now employs 400 staff with an annual turnover of £100m.