Carlsberg UK owned lager Tuborg has signed a one-year deal to be the official beer of the NME Awards.
"The NME awards and Tuborg are a natural fit," said director of brands at Carlsberg UK Paul Davies.
"The awards are the most sought after in British music, and Tuborg has become synonymous with the UK music scene. It can now officially be called the official beer of live music."
Tuborg will also accompany the NME Awards tour and awards shows at live music venues across London in the run up to the final event on 24 February.
"The brand is a massive supporter of live music and we are looking forward to it being part of the biggest rock and roll event of the year," said Jonathan Boakes from NME.
Carlsberg is also the official beer of the Academy Music group and has sponsored nine high profile summer festivals including Glastonbury, Reading and Wireless.
Wells & Young's Red Stripe was previously the official beer of the NME Awards.