With a simple reason behind the decision – the golden medalist is a United supporter. The new “Jessica Ennis Stand” was first revealed today, during the Bournemouth game, insidethegames.biz informs.

Sheffield United owner Kevin McCabe believes The Jessica Ennis Stand will be a fitting tribute to the 26-year-old, who put on a truly outstanding performance at the London Games.

From today on, the Bramall Lane end (west stand) bears her name to – as the club owner says – inspire young people and contribute to the Olympic legacy of London 2012.

Sheffield-born Ennis, who like the rest of her family supports United, secured victory in the very first event, the 100 metre hurdles, through to her 800m triumph at the event's end.

Jessica and her family are Unitedites and after discussions with them we all agreed that renaming the Bramall Lane stand after her would provide an additional sporting legacy from the London Games, says McCabe.

The stand was unveiled today, ahead of the League One encounter against Bournemouth.