Millwall are reportedly thinking about altering the name of their stadium in a bid to raise money.
Although the Lions might include a sponsor in any new name, they still want its current name - The Den - in the title so the most likely new name will be The 'X' Den.
"It would be of paramount importance that we respected the fact that we play at The Den," NewsAtDen quotes the club's commercial director Alan Williams as saying.
"If we were fortunate enough to find an appropriate partner, 'The Den' would still feature in the name of the stadium."
Millwall began playing at the 20,146 capacity stadium 21 years ago.
