Foster's is new Edinburgh Comedy Awards sponsor

Foster's is looking for laughter as part of a new sponsorship deal which will see it back the Edinburgh Comedy Festival.

The Heineken UK lager has been confirmed as the sponsor of the awards, which are presented during the Edinburgh Festival in August.

The move is part of a wide range of plans to tie Foster's in with comedy which also includes sponsoring 100 hours of Channel 4 comedy programmes, such as Peep Show and 8 out of 10 Cats.

Mark Given, brands director at Heineken UK, said: "We have chosen comedy to provide a major marketing platform for Foster's in 2010 and beyond because we know humour plays a large and important role in the lives of our target market.

"Foster's sponsorship of the Edinburgh Comedy Awards underlines our claim that 'Foster's is serious about comedy."

As part of the deal the winner of the comedy award will win £10,000 with £5,000 for the best newcomer and panel prize winner.

Nica Burns, Edinburgh Comedy Festival founder, said: "I have been eagerly searching for the right sponsor and I am delighted to welcome Foster's as our new partner."