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.
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The name was unveiled today by the Northern Powerhouse Minister Andrew Percy.
Harry was world rowing champion who drew thousands to the banks of the River Tyne in the 1850s.