Foster's returns to 'Comedy on 4' in multi-million pound deal

Foster's, the Heineken-owned lager, has returned to Channel 4 to sponsor Comedy on 4 in a multi-million pound one-year deal.

The partnership launches tonight with a welcome back spot with the Channel 4 and Foster’s logos.

A voiceover says, "Now on 4 we welcome back an old mate, Foster’s. Good Call." It was created by Sassy Films and will be shown before Catastrophe at 10pm.

The deal will include bespoke ad breaks created by Adam & Eve/DDB, and branded short-form entertainment shows for the broadcaster’s digital Shorts platform.

Shorts will be available later in the year through Channel 4’s new digital service All 4, which launches at the end of the first quarter to replace 4oD.

Ifeoma Dozie, the brand unit director at 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."

The idents will be shown across Channel 4, E4 and 4oD, the video on-demand platform, ahead of shows 8 Out of 10 Cats, Alan Carr: Chatty Man and the last ever season of Peep Show. The brand is also sponsoring Raised by Wolves and Chewing Gum, the new comedies.

The deal was brokered between Channel 4 and Starcom MediaVest Group.

Rob Ramsey, the partnership leader at Channel 4, said: "This deal will show just how creatively integrated real partnerships should and can be, from media platform to creative execution every touch point will be complementary creating a truly impactful campaign."