St Austell has signed a shirt sponsorship deal with Devon rugby union referees.
The deal with the Devon Rugby Referees Society is the latest through the Brewery's Tribute Ale brand, which is already the "Official Beer of the South West Rugby".
It means that as many as 80 referees, officiating in Tribute Leagues South West 1 or below, will now take to the field wearing Tribute-branded shirts.
"Having the support of Tribute Ale means we can continue and develop the work we do across the county," said Dean Davies, president of the Devon Rugby Referees Society.
"It's a real morale booster for all our members taking to the pitch in fantastic looking new kit. We're really grateful to Tribute Ale and its commitment to rugby in Devon and beyond."
Marc Bishop, trade marketing manager for St Austell Brewery, added: "Signing a deal with the Devon Rugby Referees Society is further reinforcement to St Austell Brewery's commitment to grass roots rugby in the South West.
"Supporting the excellent work of the Devon Rugby Referees Society is a further link between the South West's favourite beer and the South West's favourite sport."