North East Lincolnshire's roundabouts are to be spruced up, with the help of local businesses.
Under the new scheme, firms and organisations are being invited to sponsor a roundabout.
In return, they will gain valuable advertising opportunities. Charges will be spent on tidying and replanting.
Councillor Martin Vickers said : "It's a great opportunity for businesses to get some publicity on some of the most visible sites in our community."
The latest organisation to join the scheme is Grimsby Institute of Further and Higher Education, which has sponsored the regeneration of the Pyewipe roundabout on the A180.