Ipswich Town Football Club is on the verge of replacing Greene King as its official sponsor from the start of next season.
Although the Suffolk-based brewer is still in negotiations with the Premiership club, their six-year relationship is set to come to an end following Ipswich Town's unanticipated success in its first season back in the top flight.
Ipswich, currently in fourth position and heading for a lucrative UEFA Champions' League spot, is expecting to cash-in on its success with a three-year sponsorship deal worth around £2.5m.
Greene King, which sponsored Ipswich Town for five seasons while it was in the Nationwide League for around £600,000, is unlikely to be able to compete for a new deal.
A spokesperson for Greene King said: "Whatever the results of the negotiations, the association will continue in some form. The relationship has flourished as both Greene King and Ipswich Town have grown, but the club clearly understands that it needs to take advantage of its success."