Doom Bar from Sharp's Brewery in Cornwall will be the official beer of the Oxford and Cambridge Boat Race for the next three years.
Each year the race - which takes place this weekend - attracts a quarter of a million spectators and the beer will be available in bars and pubs along the river banks.
The Doom Bar team has also produced a special map, or beer trail, to help consumers find stockists.
This sponsorship is part of a campaign to drive distribution and sales of Doom Bar and the brand's involvement is also set to be advertised on television.
Joe Keohane, director at Sharp's Brewery, said: "The Boat Race is an iconic event in the calendar and we are delighted to have secured a three-year partnership deal, after first establishing a link last year.
"Doom Bar is a terrific product that we know licensees are delighted to stock and consumers are delighted to enjoy.
"The Boat Race is an example of the investment we are making to raise its profile still further."