The Rugby Football League has unveiled Tetley's as the new sponsors of the Challenge Cup.
The brewery, who backed the Super League from 2000-04, has signed a two-year deal to lend their name to the famous knockout competition.
They take over from Leeds Metropolitan University, whose six-year sponsorship under their Carnegie banner came to an end last season.
RFL chief executive Nigel Wood said: "It is an exciting new era for the sport of rugby league. Tetley's is a dynamic national brand with a wonderful vision for rugby league and its activation around the partnership.
"The television coverage of the Tetley's Challenge Cup on the BBC and Sky Sports will deliver a robust platform for both parties to continue to build on the popularity of this historic competition."
Along with sponsoring the Challenge Cup, Tetley's also become the official beer of Super League for the next two seasons.
The deal is likely to be the first of a number of sponsorship deals the RFL are expected to announce over the coming weeks.
Super League clubs voted to end the controversial, "cash-less" Stobart deal just 12 months into a three-year agreement while the Championship is without a backer after following the end of the deal with Co-operative at the end of last season. In addition, the naming rights to the 2013 World Cup are still available.
RFL commercial director James Mercer said: "This is the latest of a number of new sponsorship deals we are announcing throughout January which I am sure all rugby league supporters will welcome. We are excited about the sport developing a real family of partners."