English soccer club Cambridge United, who slipped out of the Football League in 2005 and now play in the Conference North division, have unveiled Greene King as a new shirt sponsor. Greene King, a brewer based in the English county of Suffolk, will promote its IPA brand and be United's official beer. The company will also get naming rights to one of the stands at Cambridge's Abbey Stadium.

The club's business development manager Gary Atyes called it "fantastic news" and added. "Not only will be have great beer on our bars, but we will also be able to work with local pubs to build grass roots support."

The brewer's managing director Justin Adams added: “Our organisations and people share the same values, which revolve around bringing pleasure to fans and customers, and importantly our desires to support our local communities. We are relishing the opportunity to work together on some great local activity in the coming years."

Greene King has signed a three-year deal.