Foster’s laughing with Channel 4 sponsorship deal

Foster's lager

Foster’s is sponsoring ‘Original Comedy on 4’, marking a return to TV sponsorship for the Australian beer brand.

The multi-million pound, one year partnership launched on 2nd February, and will see bespoke Foster’s ad breaks as well as Foster’s idents around flagship Channel 4 shows and on-demand platform 4oD including ‘8 Out of 10 Cats’, ‘Alan Carr: Chatty Man’ and the last ever series of ‘Peep Show’.

Predicting a great year for the brand, Ifeoma Dozie, Brand Unit Director, Foster’s, said: “The Channel 4 sponsorship provides a fantastic platform for Foster’s to reach its core target audience. What is even more exciting is the plan we are developing with the team at C4 to use the partnership in a completely new and innovative way.”