Strongbow is to sponsor county cricket's Twenty20 Cup this summer as it seeks to expand its presence at sporting events.
The Scottish & Newcastle-owned cider has signed a sponsorship and stadia advertising deal that will make the drink the competition's official partner.
The deal also secures perimeter advertising and additional branding on the pitch and boundary ropes at all matches.
Strongbow branding will appear on giant screens, player dugouts and match presentation, including player interview backdrops.
Advertising and branded editorial will be carried in all match programmes. The matches will be broadcast on Sky Sports, and via the official England & Wales Cricket Board website.
The sponsorship forms part of a £22m marketing investment in the brand this year that includes a television and outdoor advertising campaign that broke last month.
Separately, Strongbow Sirrus, the brand's premium variant, has tied up with Virgin Radio and MTV to target its core 18- to 24-year-old audience.
The promotion, which will involve competitions to win clubbing holidays to Reykjavik in Iceland, will use the brand's 'Try something different' strapline.