Bass says a 10 per cent increase in sales of its premium lager Carling is explained by its sponsorship of the FA Premiership.
The sponsorship is to continue despite rising fees which have tripled from £12million for 1993-97 to £36million already paid for 1998-2002.
Bass Brewers head of sponsorship Mike Flynn said: "We will continue with it because it continues to deliver value. Of course we look at cost, but we measure this against the benefits."
He said that awareness, media coverage and sales performance were all measurable indicators of the value of the sponsorship deal.
Flynn added: "Does it work? Make your own mind up — Carling is drunk at a rate of 3,900 pints per minute."
Carling and Foster's are battling it out in a sales push backed by millions of pounds of television advertising.
The Foster's effort, which began last Monday, is themed around "honorary Australians" and is part of a £25million marketing programme.
Bass brand Carling plays on the theme of "cloning". It is part of an annual programme worth £23million.