Both parties are working to redevelop the Memorial Stadium

The latest agreement means the period of the affiliation is nine years - one of the longest in the Coca Cola Football League.

The deal, for a "substantial six-figure sum", is said to be one of the most lucrative in the lower divisions.

Bristol Rovers chairman Geoff Dunford said the relationship was about much more than simple shirt sponsorship.

"Cowlin Construction have been an integral part of the planned redevelopment of the Memorial Stadium."

Community links

He added: "We are working with them on both the Phase One North Stand development at the stadium and the Filton College project.

"We believe this association has been mutually beneficial to both the club and to Cowlin Construction."

Nick Higgs, group chief executive of Cowlin Construction, said: "As a major regional company based in Bristol, we wish to maintain our close links with the local community."

He said the company would continue to raise its local and national profile, "in line with the successful growth of our business".

"For the past seven years we have successfully achieved this through our partnership with Bristol Rovers," said Mr Higgs.