Carling enters sponsorship deal with Dave

Carling, the Molson Coors lager brand, has signed a deal to sponsor Dave, the UKTV channel.

Carling: sponsors Dave
Carling: sponsors Dave

It will sponsor the Characters on Dave programming strand, which includes QI, Dave Gorman Modern Life is Goodish, Taskmaster, Have I Got News For You and Mock the Week.

The idents created by Creature of London will feature Dylan & Jon, the Carling duo, who try to perform epic tasks but end up spoiling them.

In one film a character saves the day by catching a cricket ball that almost hits a baby and a group of nuns. When he throws it back onto the field he smashes the nuns’ van window.

The ads were created by Dan Ball and Joe Stone.

The deal was brokered by Channel 4 Sales and Newcast, the content division at ZenithOptimedia. The 14-month partnership will be the longest stand-alone partnership between the channel and a beer brand.

Jim Shearer, the brand director for Carling at Molson Coors, said: "Dave’s focus on screening original and exciting entertainment programmes, combined with its regular viewing audience, closely aligns to our target market and our ambitions for the Carling brand.

"The sponsorship agreement with Dave will play a key part in our strategy to build a brand that can deliver value to the beer category beyond price and drive long term sustainable growth of the familiar favourite lager category."

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