Heineken has been active of late in strengthening Fosters ties with comedy in the UK

Heineken has been active of late in strengthening Foster's ties with comedy in the UK

Heineken is ramping up the comedy focus of its Foster's lager brand in the UK, with the return of 1990s comedy series The Fast Show exclusively online.

The brand, which sponsors the Foster’s Edinburgh Comedy Awards, the 2011 British Comedy Awards, will sponsor a new series of the sketch show from 14 November exclusively on www.fostersfunny.co.uk. The website already hosts exclusive episodes of 'Mid-Morning Matters with Alan Partridge' and 'Vic & Bob’s Afternoon Delights'.

“We’re delighted by our collaboration with the Fast Show team and we are looking forward to bringing new comedy material to Foster’s fans from November,” said Gayle Harrison, marketing manager for Foster’s at Heineken UK.

Financial details behind the tie-up were not disclosed.