A row has erupted between two Hull-based broadband providers over the right to advertise their brands at the city's premier sports venue.
As reported by ISPreview.co.uk, fibre broadband provider MS3 Communications has accused the local incumbent - KC - from blocking its attempts to advertise at the home of Hull City and rugby league side Hull FC.
The council-owned KC Stadium is - as its name suggests - sponsored by MS3's rival.
And according to the latter, this means MS3 has been refused permission to advertise its brand within the ground.
Sam Hales, Communications Manager at MS3, said the company wanted to do some advertising with Hull City for the 2012-2013 football season, recognising that the club has a "very captive audience, a large fan base and regularly gets great attendances".
"As a lifelong Tigers fan I can see the huge benefits of exposing our brand in the stadium," he stated.
"[It is] a stadium which actually belongs to the council not Kingston Communications and if anyone should have a right to block something it is the council."
However, KC has hit back at the comments, describing MS3's claims as "entirely incorrect".
A spokesperson told ISPreview.co.uk that while there is an exclusivity clause in the agreement that covers the firm's sponsorship of the KC Stadium, the company is willing to waive this.
This means that other communications providers could advertise at the stadium, as they did in 2011-12, they added.
"We're happy to do this again for the current season," the spokesperson stated.
MS3 has already agreed to sponsor the home ground of Hull FC's Super League rivals Hull Kingston Rovers - who now play at MS3 Craven Park.
In a further complication, the firm notes that KC has expressed interest in sponsoring a new stand at the rugby league ground.