Several Newcastle Eagles players including Fab Flournoy have been supporting the Children's Heart Unit Fund by visiting children in the Freeman hospital and bringing festive cheer to the patients and staff alike.
Newcastle Eagles player-coach Fabulous Flournoy has praised the decision to change the club's name to Esh Group Eagles Newcastle.
The club announced the move at a press conference this afternoon ahead the start of the new British Basketball League (BBL) campaign.
Brian Manning, Chief Executive of Esh Group, said:
– Brian Manning, Chief Executive of Esh Group
We are delighted to confirm our on-going sponsorship of The Eagles - especially to take up the opportunity of 'naming rights' so we have joined our two names together.
"This sponsorship represents an increased investment into the Eagles by Esh Group also our continued committment to support the Eagle's community engagement through its charitable arm, the Eagles Community Foundation.
"At Esh Group we are passionate about supporting the communities in which we live and work and we are delighted to find a winning team which we can support which reflects those values too."
North East basketball side Newcastle Eagles have changed their name to Esh Group Eagles Newcastle.
Paul Blake, Managing Director and Co-Founder of The Eagles, said:
"Finding a sponsor which is truly compatible and supportive of both the business and the team is every sporting manager's dream - and one which I believe we at The Eagles have been so very fortunate to find.
"This new 'naming rights' agreement - which elevates this sponsorship into a true partnership - is one which is typical of international basketball teams the world over.
"Culturally it signifies a very special bond."
British Basketball League (BBL) side Newcastle Eagles have been renamed as the Esh Group Eagles Newcastle.
The new name incorporates North East construction firm Esh Group, which has been the club's principle sponsor for the past three seasons.
The Eagles begin their new BBL campaign at home to Durham Wildcats on September 27.
They are the basketball team with the biggest trophy cabinet in the business. The Newcastle Eagles have won 17 titles since 2005. This weekend, they face Leicester in another Cup Final.