Wells & Young's Bombardier beer is to sponsor the new Al Murray series in a £1.2m deal with the ITV1 show.
Al Murray's Happy Hour, which returns this week for a second series, is set in a traditional English boozer. It will air on Friday nights for ten weeks and feature a mix of music and celebrities.
"This is a perfect fit with Bombardier," said Chris Lewis, director of marketing at the brewery. "Al Murray as the Pub Landlord loves and respects all things English and loves nothing more that a good pint of English beer."
The sponsorship is part of a £4m investment in the brand this year, in a campaign aimed at emphasising the beer's English roots.