The four-year deal with commercial rights-holders Premier Rugby, beginning next season, will mark the Premiership's first title sponsor from outside the financial services sector.
Diageo-owned Guinness has long been linked with rugby union through a number of grass-roots initiatives.
However, the agreement is the most significant single activity made by the brewer in the sport since it signed up as the broadcast sponsor for ITV's coverage of the 1999 World Cup.
Zurich's 拢5m-a-year deal was scheduled to finish at the close of next season, but Premier Rugby took up the firm's offer to end the relationship early, having secured a new sponsor.
Sky Sports currently holds the exclusive, live TV rights to the English Premiership as part of a five-year deal, which expires in 2010.
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