The club first introduced shirt sponsorship in the 1985–86 season when future chairman Eddie Thompson's VG chain sponsored the club in the first of a two-year deal. A six-year association with Belhaven then ensued with a sponsorless 1993–94 season. Rover began a two-year deal early in time for the 1994 Scottish Cup final, sponsoring the club until the end of the 1995–96 season. Telewest took over sponsorship from 1996 for six years until Eddie Thompson's Morning, Noon and Night started sponsoring the club in 2002. This association continued until 2006 when Anglian Home Improvements began a two-year deal with an optional third year. At the same time, Ole International became the first shorts sponsors. JD Sports' Carbrini Sportswear brand sponsored the club in the 2008–09 and 2009–10 seasons. United's shirt sponsor from the 2016–17 season was McEwan Fraser Legal, with Utilita taking over in 2018.