Merthyr Town’s football ground will be re-named ‘The Cigg-e Stadium’ after the club agreed a sponsorship deal with the electronic cigarette firm.
The Martyrs have signed a three-year deal with the company, which is based in Cardiff and has just opened a new store in Merthyr.
It means the club’s Penydarren Park home will be called the The Cigg-e Stadium by the time Merthyr return to the ground in September.
The club are currently playing home matches in Cinderford while a new 3G pitch is installed at the ground.
Cigg-E operations manager Scott Davies said: “Cigg-e are delighted to have entered into partnership with Merthyr Town FC and they are looking forward to a long and prosperous relationship both on and off the field.”
Brent Carter, Merthyr Town’s business development manager, added: “This is the first of a kind deal for Merthyr Town FC and this will considerably aid the long-term stability of the club.”
Merthyr Town FC said full details of the sponsorship deal will be announced soon.
BMA Cymru Wales’ Senior Public Affairs Officer John Jenkins said: “There is emerging evidence that e-cigarettes are being used by some smokers to help cut down or quit; yet, they are subject to limited regulation, are not licensed as a medicine in the UK, and there is no peer-reviewed evidence that they are safe or effective for this purpose.
“While e-cigarettes have the potential to reduce tobacco-related harm by helping smokers to cut down and quit, we need to regulate the sale and use of e-cigarettes urgently to ensure they are safe, quality assured and effective at helping smokers to cut down or quit
“We need to restrict their marketing, sale and promotion so that it is only targeted at smokers as a way of cutting down and quitting, and does not appeal to non-smokers, in particular children and young people
“Furthermore, we and need to prohibit their use in workplaces and public places – including hospitals and health clinics – to limit secondhand exposure to the vapour exhaled by the user, and to ensure their use does not undermine smoking prevention and cessation by reinforcing the normalcy of cigarette use.
“We would also urge the Welsh Government to extend smoke-free public places legislation to include second-hand vapours from e-cigarettes.”