Leyton Orient have announced the world’s largest chain of ice cream shops, Baskin-Robbins, will again be sponsoring the club for the 2013-14 season and have increased their financial support to become one of the main club partners.

The deal will see them renewing their naming rights of the North Stand at the Matchroom Stadium, which will see it continue to be called the Baskin-Robbins Family Stand.

They will continue to support activity in the area where family friendly ticket pricing and a matchday experience to match are on offer at every league game, something that contributed to the club being awarded the Football League 2013 Family Excellence Award.

Baskin-Robbins will also be the official website sponsor while the two organisations will be working on further activity for the benefit of Orient supporters throughout the course of the season.

Orient Chairman Barry Hearn said: "I am thrilled that Baskin-Robbins has increased its sponsorship with the club and it’s another fantastic global brand who see the value of associating themselves with East London’s oldest football club."

Jim Johnstone, Baskin-Robbins’ UK general manager, said: "We’re proud to continue our support of Leyton Orient, which has such a rich history in East London. After all, nothing goes better with a good match than a Baskin-Robbins ice cream or ice cream cake."

To mark the announcement there will be a special half time competition taking place at the pre-season friendly with New York Cosmos tonight, a team also sponsored by Baskin Robbins, with two fans from each side going head to head for a £310 prize in the form of Baskin-Robbins ice cream vouchers in recognition of their iconic 31 flavours.

Headquartered in Massachusetts, USA, Baskin-Robbins is part of Dunkin' Brands Group, Inc. along with sister brand Dunkin' Donuts, and have over 7,000 Baskin Robbins shops in nearly 50 countries, making them as well-loved worldwide as the beautiful game.

To make sure you always in on the latest scoop, follow Baskin-Robbins on www.facebook.com/baskinBRrobbinsuk and @baskinrobbinsuk.