Greene King has been unveiled as the new shirt sponsors of Cambridge United Football Club, which will include the brewer's flagship IPA brand being the club's official beer.
The main stand at Cambridge's ground will also be known as the Greene King IPA stand, as part of the three-year deal.
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."
Greene King will also be making helping the club to upgrade the bar facilities around the ground.
Greene King's managing director Justin Adams said: "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. We are relishing the opportunity to work together on some great local activity in the coming years."