The housing and construction company Keepmoat is believed to be spending around £1 million for the right to name the Lakeside sports complex .
The group, the second most profitable in Doncaster, has a workforce of around 1,000 employees and will soon be moving to a new headquarters just yards from the stadium.
Andy Liney, who represents fans on the board of Doncaster Rovers, said most of the club's fans seemed in favour of the name - though many would have preferred it to be called something connected to Rovers.
However, the new stadium, largely publicly-funded, is also home to Doncaster Lakers and the Belles women's football team and will be used by numerous community based and school sports clubs.
Mr Liney said: "I like it because out of the three candidates it is not particularly sponsorship sounding. The directors of Keepmoat are associated with Doncaster Rovers and that can only be a good thing.
"Most supporters seem to be in favour of the new name, however people would prefer it to be called something to do with Rovers. This, though, is not economically viable and sponsorship is needed to keep the rent down.
He added: "I think the new name will bring luck, though the club is already on the ascendancy. Moving into the stadium is just a new chapter on its rise."
Keepmoat's chairman Dick Watson and director Terry Bramall, have already taken up seats on the Rovers board and have pledged a commitment to the club's future.
Chief executive David Blunt, said: "The new stadium and all its facilities are going to be a wonderful addition to the town and we were delighted to become involved. At Keepmoat our business is about regenerating and supporting communities and we believe that by being involved with this development, we can make a difference to Doncaster."
Mayor Martin Winter said: "I am delighted that the Stadium Management Company has secured a sponsorship deal with a nationally recognised company which also has strong local links. This will undoubtedly give the sports complex a further boost and I look forward to seeing the benefits that the newly named Keepmoat Stadium will bring to residents and visitors alike.'
The stadium will include a 350 seat restaurant, two full size floodlit grass pitches, 500-seater mini stand and six-lane running track, outdoor amphitheatre for concerts, and car park for 1,000 cars. There will be a second stadium for Doncaster and Stainforth Athletics Club.
l What do you think of the stadium name? write to us at Editorial, Doncaster Free Press, Sunny Bar, Doncaster DN1 1NB or e-mail to editorial@doncastertoday.co.uk
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