Channel 4 deal a "new breed of sponsorship" for Foster's

By Robyn Black

- Last updated on GMT

Foster's sponsors comedy on Channel 4
Foster’s is to return to TV in a new multi-million pound one-year deal with Channel 4.

The lager will sponsor original comedy on the channel, in a move the brewer is calling a “new breed of sponsorship.”

Activity will include branded idents and bespoke ad breaks during shows such as the last ever series of Peep Show, Alan Carr: Chatty Man, and 8 Out of 10 Cats.

“The Channel 4 sponsorship provides a fantastic platform for Foster’s to reach its core target audience,” said brand unit director, Ifeoma Dozie.

“What is even more exciting is the plan we are developing with the team at Channel 4 to use the partnership in a completely new and innovative way. By putting the audience at the heart of the content we will build and develop the Foster’s story, across all of Channel 4’s platforms and comedy strands, marking their return to comedy with a new breed of sponsorship. It is set to be a great year for Foster’s.” 

The campaign broke this week (Monday 2 February) just before the third episode of new comedy series Catastrophe with “a bespoke Foster’s inspired Channel 4 logo” and a welcome spot stating: "Now on 4 we welcome back an old mate, Foster’s. Good Call!"

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