Stella ends Channel 4 sponsorship

InBev UK is pulling the plug on Stella Artois' eight-year sponsorship of films on Channel 4.

The association with the broadcaster will come to an end this year, and a number of other brands have already been approached to take the beer's place.

Although it believes the tie-up has been a success, the brewer says it wants to invest in different areas as the brand confronts "new challenges".

A spokesperson for the company said: "InBev UK can confirm that it is not renewing its sponsorship of Channel 4 film.

"There is no doubt that this has done a fantastic job for Stella Artois, cementing its unrivalled association with film, but the brand is facing new and different challenges in the future. The company is investing in fresh and innovative ways of enhancing its link with film in 2007 and beyond.

"It is important that a brand such as Stella Artois remains at the cutting edge of marketing activity and doesn't stand still. Channel 4 remains an ideal media partner so InBev UK hopes to continue working with it in one capacity or another going forward."

Since the Channel 4 sponsorship began in 1998, the brewer has used the link to align the lager with the world of film, staging the popular Stella Artois Screen tour and last year hosted its first two-day festival for movie fans.