Brisbane's off-field fortunes received a boost on Wednesday with the club announcing telecommunications giant Vodafone as its new naming rights sponsor for the next three years.Vodafone takes over from competitor AAPT and while the exact value of the sponsorship was not disclosed, a statement from the club described it as its "largest ever, multi-million dollar … deal"."It is a tribute to the strength of the Brisbane Lions that the club has attracted such a high profile and sport-aligned major sponsor as Vodafone," Brisbane Lions chief executive Michael Bowers said."Our Vodafone partnership is a major coup and with their support, 2007 is set to be an exciting year for both organisations."We are in a transitional period after a remarkably successful time both on and off the field and this deal gives us great momentum going into the new era."Vodafone is no stranger to sporting sponsorship with its list of partners including both the West Coast Eagles and Port Adelaide in the AFL as well as the Queensland Reds Super 14 side and the Team Vodafone V8 Supercars team."Our core objective in partnering with the Lions is to bring to life AFL through the Vodafone network – whether that’s on a handset or at the game, we will deliver an amazing Vodafone Brisbane Lions experience to AFL fans," Vodafone general manager for Queensland and Northern Territory Cameron Levick said.The new deal came into effect on November 1 and runs through till the end of the 2009 season.