Robinsons has signed a two-year deal to become the first-ever sponsor of the BBC Sports Personality of the Year.
The brand will also support the Unsung Hero award category, which recognises and rewards outstanding contributions made by grass-roots sport at a local level.
The 2007 awards will take place at the Birmingham NEC on 9 December and the sponsorship has enabled attendance to increase from 3,000 to 8,000.
Britvic marketing director Andrew Marsden said: "We are very proud to be the first sponsor of the event. The Unsung Hero Award in particular is a great fit for the Robinsons brand."
Meanwhile Britvic has become the first soft drinks company to sign up to the Waste & Resource Action Programme (WRAP), which aims to cut waste and encourage recycling.
Britvic claims to have reduced waste already by slimming its J20 bottle weight by 11.5%.
Britvic chief executive Paul Moody said: "WRAP's objectives clearly align with Britvic's packaging innovation strategy. Consumers are looking for more ways to reduce waste for landfill and this is an important issue for us."