Greene King IPA has extended its relationship with rugby union's Harlequins.
The new, improved deal sees Greene King IPA move from being an official supplier to an Official Sponsor and reaffirms the brand's commitment to Harlequins and rugby union.
Greene King hopes the three year partnership will increase the brand's ability to reach rugby union fans a great many of whom, it says, are real ale drinkers.
Greene King IPA will receive significant branding around the stadium including pitch-side boards and branding on grandstands.
The Greene King IPA logo will also appear on the back of the famous Harlequins shirt.
The sponsorship will be activated across many of Greene King's pubs across London and the South East.
Greene King IPA has been an Official Supplier to Harlequins since the start of the 2003/04 season when Greene King IPA cask ale was first introduced to the Stoop.
Tony Copsey, managing director of Harlequins said: "We are very pleased that Greene King IPA has expanded its involvement with Harlequins. The beer has been a popular feature of match days at the Stoop since the start of the 2003/4 season and the fact that it is available in cask format, a rarity at sports stadiums, is greatly appreciated by Quins fans. We are delighted that the brand's association with the club is increasing."
Justin Adams, managing director of Greene King Brewing Company said: "We have developed an excellent relationship with Harlequins over the past three years that has helped us to firmly position the Greene King IPA brand at the heart of rugby union. The expanded sponsorship deal perfectly compliments the brand's position as Official Beer of England Rugby and we look forward to activating these partnerships over the coming seasons."
Last October, Greene King IPA became the Official Beer of England Rugby in a multi-million pound four-year investment. Since then, Greene King IPA has become a major fixture at Twickenham, Home of England Rugby.