Tennent's have confirmed a three-year sponsorship deal with Old Firm clubs Celtic and Rangers, replacing Carling.
The contract, believed to be worth up to £1.5m a year to each Scottish Premier League club, will see Tennent's displayed on the Old Firm jerseys replacing a similar deal with Carling which comes to an end this summer.
Tennent's is also in talks on whether to continue sponsorship of the Scottish national team.
Tennent's managing director, Mike Lees, said he hoped the sponsorship deal with the Old Firm would help the game in Scotland.
"Football is a national obsession in Scotland and we believe this partnership with Scotland's biggest and most successful football clubs takes our long-held strategy of sponsorship and investment in the game to the next level," he said.
"We are very much looking forward to working with the clubs and their fans, and to an exceptional year for the brand in 2010."