The deal, negotiated by Alliance, the sponsorship division of ZenithOptimedia, will give Brylcreem credits and break bumpers within the weekly three-hour show, credits in on-air promotions and branding and advertising on the Sky Sports website and broadband service.
The sponsorship starts from the next football season in August and will run for two years. BSkyB and Brylcreem will also look to collaborate further on a range of off-air promotions.
David Shore, sports marketing controller for Sky Media, said: "Brylcreem is a great fit, shares the same values as 'Soccer AM' and will be an excellent partner."
Julie Baker, Brylcreem's UK marketing director, said: "Brylcreem has had a long association with football; the 'Soccer AM' sponsorship helps bring that right up to date, in a way that we know will really connect with British blokes."
'Soccer AM' is broadcast every Saturday morning throughout the football season. Presented by Tim Lovejoy and Helen Chamberlain, it features a cast of comic characters, a weekly Soccerette and guests from football, music and popular culture.
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