The FA Cup have new sponsors - Budweiser.
The Sun says the US beer giants have sealed a three-year deal understood to be worth around £8million a year.
Parent company Anheuser-Busch InBev enjoy tie-ins with the NFL, Olympics, Major League baseball and the World Cup - and the new sponsors plan to promote the competition globally.
E.ON stepped down as sponsors this year after five seasons.
An FA source said: "It's a great coup to get Budweiser as our sponsor.
"Many doubted we could attract a big name but this shows how attractive the competition still is.
"Regardless of what people say about the Champions League and Premier League, the FA Cup remains the world's greatest club competition."