Grolsch, the Dutch beer brand, has signed a £3 million, 12-month deal to sponsor all original British comedy programming on Channel 4.
The deal includes 17 series on the main channel and 12 on E4, including Peep Show, Friday Night Project and 8 out of 10 Cats. The beer brand will also appear on the broadcaster's user-generated content site (4laughs), and on microsites and in podcasts.
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