diff --git a/CHANGELOG.md b/CHANGELOG.md
index 0080ee9e5..fd2576824 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -4,6 +4,11 @@
 
 ## [Unreleased]
 
+### Added
+- Hub name setting for selecting hub name when flashing firmware ([support#52]).
+
+[support#52]: https://github.com/pybricks/support/issues/52
+
 ## [1.1.0-beta.6] - 2021-09-21
 
 ### Added
diff --git a/src/firmware/sagas.test.ts b/src/firmware/sagas.test.ts
index 5ca74b2bc..23046fd0a 100644
--- a/src/firmware/sagas.test.ts
+++ b/src/firmware/sagas.test.ts
@@ -63,6 +63,8 @@ describe('flashFirmware', () => {
                 'mpy-abi-version': 5,
                 'mpy-cross-options': ['-mno-unicode'],
                 'user-mpy-offset': 100,
+                'hub-name-offset': 90,
+                'max-hub-name-size': 10,
             };
 
             const zip = new JSZip();
@@ -79,7 +81,7 @@ describe('flashFirmware', () => {
                 flashFirmware,
                 {
                     bootloader: { connection: BootloaderConnectionState.Disconnected },
-                    settings: { flashCurrentProgram: false },
+                    settings: { flashCurrentProgram: false, hubName: 'test name' },
                 },
                 {
                     nextMessageId: createCountFunc(),
@@ -185,7 +187,7 @@ describe('flashFirmware', () => {
 
             // hub indicates success
 
-            saga.put(programResponse(0x62, totalFirmwareSize));
+            saga.put(programResponse(0x33, totalFirmwareSize));
 
             action = await saga.take();
             expect(action).toEqual(didProgress(1));
diff --git a/src/firmware/sagas.ts b/src/firmware/sagas.ts
index 680350e13..c96d8e3db 100644
--- a/src/firmware/sagas.ts
+++ b/src/firmware/sagas.ts
@@ -1,7 +1,12 @@
 // SPDX-License-Identifier: MIT
 // Copyright (c) 2020-2021 The Pybricks Authors
 
-import { FirmwareReader, FirmwareReaderError, HubType } from '@pybricks/firmware';
+import {
+    FirmwareReader,
+    FirmwareReaderError,
+    HubType,
+    encodeHubName,
+} from '@pybricks/firmware';
 import cityHubZip from '@pybricks/firmware/build/cityhub.zip';
 import moveHubZip from '@pybricks/firmware/build/movehub.zip';
 import technicHubZip from '@pybricks/firmware/build/technichub.zip';
@@ -241,6 +246,16 @@ function* loadFirmware(
     firmwareView.setUint32(metadata['user-mpy-offset'], mpy.data.length, true);
     firmware.set(mpy.data, metadata['user-mpy-offset'] + 4);
 
+    // if the firmware supports it, we can set a custom hub name
+    if (metadata['max-hub-name-size']) {
+        const hubName = yield* select((s: RootState) => s.settings.hubName);
+
+        // empty string means use default name (don't write over firmware)
+        if (hubName) {
+            firmware.set(encodeHubName(hubName, metadata), metadata['hub-name-offset']);
+        }
+    }
+
     if (metadata['checksum-type'] !== 'sum') {
         yield* put(
             didFailToFinish(