Skoda Ireland has been unveiled as Tipperary's new sponsor.
The company has signed a three-year deal which will see it invest around 200,000 euros per annum in gaelic games in the premier county.
"An innovative and challenging car marque, Skoda will bring a new dynamic to the promotion of Tipperary GAA both within and outside of the county," said county chairman Barry O'Brien at Tuesday's launch at Croke Park.
The sponsorship arrangement, which begins after the conclusion of the 2011 National Leagues, covers both football and hurling codes, and includes all inter-county grades from minor to senior.
The new-look Tipperary jersey, bearing the Skoda brand name, was also unveiled.