Heineken has signed a four-year deal to be the official beer of Chelsea Football Club.
The deal kicked off on Wednesday at Chelsea's first home match, a pre-season friendly against Celtic.
Heineken will be poured in all restaurants and bars at Stamford Bridge until the end of the 2009/10 season.
Heineken also sponsors the UEFA Champions League. However, this is the first time Heineken has sponsored a major European club side.
"We've enjoyed our UEFA Champions League nights at Chelsea over the last season and we're very excited about extending that relationship across the whole season," said Rob Marijnen, managing director of Heineken UK.
Chelsea's Business Affairs Director Paul Smith said: "Heineken is the premium beer brand in football and is therefore a natural partner for Chelsea. We are delighted that they have chosen us for their first major club involvement.
"This partnership will not only mean better service and quality for the club and its fans but also a deeper relationship between us through Heineken¹s activation of its rights."
Heineken will be advertised on perimeter boards at Stamford Bridge and Heineken-linked competitions for Chelsea fans are promised.