West Country brewer Wadworth has signed a three-year sponsorship deal with Bath Rugby Club - the company's first major sports link-up.
As part of the deal, the 6X logo will appear on players' shorts and the brewer's flagship beer will also be served in every bar at the club's ground, including a new Wadworth bar.
The club's West Stand will also now be known as the 6X Stand.
Other seasonal Wadworth ales will also be available.
Charles Bartholomew, Wadworth's chairman and managing director, said he was delighted by the link-up.
"There is a natural synergy between our two brands, each a local organisation with a national reputation," he said.
"We hope that because of the natural geographical synergies between the two parties, it will ensure that Wadworth 6X is now available to a larger local audience, and that it is will be discovered by the thousands of visiting supporters."