Fosters has comedy strategy

Foster's has comedy strategy

Heineken UK has signed a deal for its Foster's lager brand to sponsor the Edinburgh Comedy Awards.

The deal is part of Heineken's strategy to deepen links between the Foster's brand and comedy in the UK.

This year's awards will be known as the Foster's Edinburgh Comedy Awards, said the brewer yesterday (26 May). The winner will be announced at a ceremony on 28 August.

"We have chosen comedy to provide a major marketing platform for Foster’s in 2010 and beyond because we know humour plays a large and important role in the lives of our target market," said Heineken UK brands director Mark Given.

Foster’s will also sponsor more than 100 hours of Channel Four’s Original Comedy television programming this year.