Greene King has signed a three-year shirt sponsorship deal with Conference League side Cambridge United.
The club, just 25 miles down the road from Greene King's Bury St Edmunds Brewery, will also rename its main stand, the Greene King IPA Stand.
"Our organisations and people share the same values, which revolve around bringing pleasure to fans and customers, and importantly our desires to support our local communities," said Greene King Brewery managing director Justin Adams.
"We are relishing the opportunity to work together on some great local activity in the coming years."
Cambridge United business development manager Gary Atyes said: "This association is fantastic news for the U's: not only will we have great beer on our bars, but we will also be able to work with local pubs to build grass roots support.
"Both our organisations are an integral part of the local community and the link we have made will be used to benefit U's supporters and pub customers alike."