Fosters first sponsored Channel 4 in 2011

Foster's first sponsored Channel 4 in 2011

Heineken has announced a “multi-million pound” deal for Fosters to sponsor comedy programmes on UK broadcaster Channel 4.

The one-year partnership, which starts today, includes sponsorship idents around Channel 4's comedy output and bespoke Foster's ad breaks. Ads and idents will also run on Channel 4's on-demand platform, 4oD.

The deal marks a return for Foster's to Channel 4's comedy output after a year's absence. The lager brand, which Heineken inherited the European rights to when it acquired Scottish & Newcastle in 2008, sponsored comedy on Channel 4 for three years, from 2011 and to 2013.

Ifeoma Dozie, brand unit director for Foster’s, said the new link-up attempts to put “the audience at the heart of the content” to help build and develop “the Foster’s story”.