Heineken will once again be the title partner of European Rugby's premier club competition, starting from the 2018-19 season.
The four-year deal will see the tournament renamed as the Heineken Champions Cup, re-igniting a long association that dates back to the very start of the tournament in 1995.
The Dutch beer company sponsored every edition of the tournament from that inaugural outing until 2014, with the exception of the 1999 tournament won by Ulster which was known simply as the European Cup.
EPCR chief executive Vincent Gaillard said: "We have substantially developed the Champions Cup over the past four seasons and it is fitting that at such an exciting time for the tournament, we welcome back a world-leading brand in Heineken.
"They are steeped in rugby history and inextricably linked with the heritage of European club rugby and we are delighted to be embarking on this journey with their full support."
Hans-Erik Tuijt, global sponsorship director of Heineken, added: "It is an exciting time for Heineken to return as the main partner of the European Rugby Champions Cup. The expansion of the tournament to emerging rugby territories (Bilbao 2018) and new cities in traditional strongholds of European rugby (Lyon 2016, Newcastle 2019) provides Heineken with the opportunity to create engaging fan experiences and brings our association with rugby to new audiences throughout Europe."
The draw for the newly-named competition's pool stage for 2018-19 is on June 20.