The Week: Media News - 3 signs sponsorship deal

Channel 4 has signed a deal with 3 that will see the mobile network sponsor the broadcaster's original comedy programming.

The seven-figure deal, which runs until the end of the year, will include idents around shows such as Peep Show and Star Stories, as well as credits on and the video-on-demand service 4OD. The partnership was brokered by 3's media agency, Mindshare, and creative is through Glue.