The former CIS Stand will be re-branded the Fraser Eagle Stand after the club agreed a five-season deal with the transport and logistics group.
"Fraser Eagle have become increasingly involved with the club in terms of supporter travel in recent years, and the coming together in this major sponsorship deal will further strengthen our relationship with the firm," said Rovers' commercial manager Ken Beamish said:
Meanwhile, the American consortium interested in buying the club is likely to decide this week whether or not to make a formal bid, according to press reports.
Blackburn Rovers have named partners Fraser Eagle as the new sponsors of the Riverside Stand at Ewood Park.
