Southampton's new sponsors Flybe have opted not to append their name to the club's stadium in a gesture to fans.
Since its completion five years ago, the ground's official name had been the Friends Provident St Mary's stadium.
But in a gesture to supporters, the ground will now be known as simply the St Mary's stadium.
A Flybe spokesman said: "It seems only right that our first act as sponsors should be to give the stadium back to the fans."