Wigan Athletic chairman Dave Whelan has explained the renaming of the club's stadium to the DW Stadium.
Whelans new venture - DW Sports Fitness.com - has bought the nationwide chain of fitness clubs from his former company JJB Sports and has also taken over the naming rights for the stadium.
"The contract for naming rights for the stadium was for a duration of 10 years and that dates comes around in August," said Whelan.
"The JJB Stadium has made the town of Wigan known all over the world and we can now look forward to a whole new era as the DW Stadium."
Wigan have also announced a freeze on season ticket prices for next season - their fifth in the Premier League - with the cheapest adult package costing just £250.