The 2017 British and Irish Lions tour of New Zealand will be supported by Kiwi wine brand Mud House.
Accolade Wines, which owns the brand, will sink £2m into a support campaign for the deal, including signing former All Black skipper, Sean Fitzpatrick, and England former winger, Jason Robinson, as ambassadors.
"We have high ambitions for our already successful Mud House brand," said Accolade CEO Paul Schaafsma.
"We'll be working closely with the British & Irish Lions to activate a £2m support campaign here in the UK and the team in New Zealand will activate our partnership on the ground ahead of the tour next June."
In addition to the Lions deal the brand is now the sponsor of all Southern Hemisphere rugby coverage on Sky Sports UK throughout 2016. This includes the Super Rugby, The Rugby Championship, The Mitre 10 Cup (New Zealand) and The Currie Cup (South Africa).
The idents will feature Gavin Hastings (Scotland), Shane Williams (Wales) and Paul Wallace (Ireland) alongside Fitzpatrick and Robinson, under the strapline: Rugby and Wine - It's as clear as Mud.
The Lions Tour of New Zealand will consist of 10 games played throughout the country between June 3 and July 8, including three Test matches against the double World Champions.
Wine and sport can be a winning combination for pubs, check out our feature here.