Northampton Town have teamed up with Weetabix.
The breakfast cereal firm will sponsor the club's Team and School of the Week scheme and back the club's drive to get more youngsters watching live football.
Weetabix Marketing Controller Tony Corp said: "We are proud to sponsor the Team and School of the Week scheme at Northampton Town.
"Giving local children an opportunity to witness their first taste of professional football will hopefully provide sporting inspiration for all those involved."
Under the Team and School of the Week scheme, local clubs and schools receive free tickets for a match at Sixfields - with discounts available for parents, friends and relations.
Cobblers' Chairman David Cardoza said: "We have been running the School and Team of the Week feature for a couple of years now.
"In that time, hundreds of teams and schools, and thousands of children, have had a day out at Sixfields and enjoyed their first taste of The Football League.
"When looking for a sponsor for the scheme, we were keen to find the right partner.
"To link up with a company like Weetabix, who help millions of children enjoy a healthy breakfast, and the ideal start to their day, is perfect for us."
For all the latest news on Northampton Town please click here