The University of East London (UEL) has agreed a five-year partnership with sports giant Asics.
As part of the agreement, UEL and Asics will offer undergraduate and postgraduate scholarships and visiting professorships.
The firm will also operate its brand centre at UEL's Stratford campus during the 2012 Olympic Games as part of the deal, with athletes, ambassadors, media contacts and business partners all set to visit the facility.
Nirmal Borkhataria, UEL pro-vice chancellor, claimed that this partnership will ensure that the institution continues its sports development up to and beyond next year's Olympic and Paralympic Games.
He said: "We are delighted that Asics are joining our growing number of partners [Team USA, LOCOG, British Swimming and Team Singapore] who will all be operating from our campuses next year.
"This isn't just a step, but a long jump towards our goal of being the number one university for sport in London by 2015."