NTL, who are noted for their poor service to customers by a good number of people in Coventry were in financial trouble last year and were only saved by Aston Villa who had their shirts sponsored by them,paying them off.
The company has been involved with a number of football clubs including Leicester City and Glasgow Giants Celtic & Rangers.
NTL have become the second Communications Company to take out stand sponsorship after Marconi signed a deal back in May. The Coventry Evening Telegraph and Jewson have the others.
Marketing Director David Meadows said: "The people of Coventry have always been extremely receptive to our broadband internet, cable TV and telephone services, so this seemed like the perfect opportunity to demonstrate our commitment to the city by becoming involved with this exciting new development."