Grolsch has signed an agreement with Channel 4 which will see it sponsoring its primetime Original Comedy programming across the UK each week.

The Dutch company said today (4 January) that the GBP3m (US$5.9m) sponsorship deal will be supported by an online and viral campaign.

Grolsch brand development director David Griffiths said: "Through this unique link up with Channel 4, we will continue to deliver engaging and entertaining communication that has become synonymous with the original Dutch attitude of Grolsch, reaching up to 2m consumers each week."

Griffiths added: "Royal Grolsch portfolio brand launches in the UK will drive growth in 2008, maintaining excitement within the category for drinkers. We will also be introducing authentic Dutch condensing fonts and stylish new glassware in addition to the continued investment in quality in-outlet representation with cold beer station  This forms part of a total investment of GBP8m in Grolsch next year and includes a full off-trade promotional support programme."

Last year, SABMiller announced a recommended offer of EUR48.25 (US$69.69) per share for Grolsch in a deal valuing the Dutch brewer at EUR816m.