Media organisations have struck similar branding deals in the past. The Manchester Evening News has sponsored the Manchester Arena since it opened in 1995.
Trent FM, which launched as Radio Trent in 1975, has a weekly reach of 337,000, and is owned by GCap Media.
Last week, the station was reported to be on a list of Midlands stations likely to be sold following the £375m takeover of GCap Media by Global Radio. The combined Global/GCap organisation will own four other stations in the area: Heart, Ram, Leicester Sound and Gold.