Czech beer Pilsner Urquell has agreed a five-year deal to become the official beer of golf's Open Championship.
The deal starts in 2009 at Turnberry and will then take in confirmed future Championships at St Andrews, Royal St George's and Royal Lytham and St Annes.
"The heritage, authenticity and premium nature of The Open Championship offer fantastic synergies for Pilsner Urquell," said SABMIller brand director Vinod Giri.
"Both brands are the original, uncompromised leaders in their fields and set the gold standard. We are excited by this partnership, and look forward to building a long and successful association with The R&A."
Nick Miller, managing director Miller Brands UK added: "The relationship with the British Open Championship is a fantastic showcase for Pilsner Urquell. It also enables us to offer our customers some exciting promotional activity that will help them to reward their consumers and build business."
The agreement will see Pilsner Urquell served within all public and VIP hospitality facilities. In addition, SABMiller group companies around the world will be able to utilise the association with The Open Championship through advertising, promotions, ticketing and hospitality.