"The agreement is a major step forward for the AFL and the most exciting corporate sponsorship achieved in its history," AFL chief executive Wayne Jackson said in a statement.
"The agreement will extend to all the brands that are incorporated under the CUB umbrella and will see a marketing association that will stretch from regional associations to international exposure of the game."
Jackson said Coca-Cola, the naming rights sponsor for five years, would remain as a secondary-level sponsor for the next four years.
As part of the new multi-million dollar agreement, CUB will have the title sponsorship of the AFL premiership season, the finals series including the Grand Final, and the International Rules series against Ireland.
The brewer will also have naming rights to the Brownlow Medal, the Mark of the Year and the Goal of the Year.
"CUB has played a major role in contributing to the AFL at all levels, from its association with the AFL and its support of clubs through to its contribution to football at state and regional level," Jackson said.
"CUB has shown considerable support not only for Australian football, but for sport in general."
CUB's major rival in Victoria, Lion Nathan, has secured sponsorship rights to the Melbourne Cup from this year, taking over from CUB.
Chief executive Jim King said CUB was "very happy to upgrade our involvement with the AFL as its Premier Partner".
"We have enjoyed a strong relationship for a number of decades and look forward to our new role over the next four years," King said.
Seven Network Ltd, Australia's second-ranked television network, confirmed last month it would not match an offer by a News Corp Ltd-led consortium for AFL broadcasting rights because it would hurt profits.
News Corp had offered A$500 million for five years, starting in the 2002 season, to the AFL free-to-air and pay-TV rights to broadcast AFL nationally.
The deal was widely regarded as a big win for the AFL, with funds to be warmly received by the 16 competing clubs, especially a handful of Melbourne-based teams struggling for financial survival.
The AFL season starts on Friday, March 30 when reigning premiers Essendon play 1999 premiers, the Kangaroos, at Melbourne Cricket Ground.
Reuters
The Australian Football League has confirmed that Carlton & United Breweries would replace Coca-Cola as the AFL's naming rights sponsor from this year in a four-year deal, as reported by sportbusiness.com last week.
