Length of contract: 1 year | Annualised value: US$200,000 | Overall: US$200,000

Greene King IPA, the UK's most popular cask ale, has agreed a deal to sponsor Sale Sharks rugby union team.

The ale will be the club's Official Beer, as well as securing sponsorship on the reverse of the Sale Sharks' playing shirts.

Greene King IPA, which is also the Ofificial Beer of England Rugby, will have branding in all of the bars at the club's Edgeley Park and 'significant' advertising space on stadium hoardings.

"We conducted a very thorough search to find the right brewery partner," said Sale Sharks commercial director Nathan Bombry.

"Of course we wanted to achieve growth for the club in terms of maximising the return from our pourage capacity, but we also wanted a partner with the right range of products and a willingness to help us improve our ability to serve our supporters on match day.
 
"We want our supporters to be able to enjoy their beer nearly as much as they enjoy the rugby. We believe we've found the perfect new brewery partner in Greene King."

Fiona Hope, Greene King's marketing director, said, "We are delighted to announce a partnership with Sale Sharks that will further cement the Greene King IPA brand's position at the heart of rugby.

"There is a natural affinity between supporting rugby and drinking cask ale and the north of England represents a considerable opportunity in this category.

"The sponsorship deal perfectly complements the brand's position as the Official Beer of England Rugby and we look forward to activating this partnership over the coming seasons."