InBev is to end its long-running sponsorship of film programming on UK television station Channel 4.

The sponsorship has linked one of InBev's flagship brands, Stella Artois, to the station's film output for eight years.

An InBev UK spokesperson declined to comment on why the brewer had decided to end its association with Channel 4.

However, she said today (22 December): "The brand is facing new and different challenges going forward and the company is investing in fresh and innovative ways of enhancing its link with film going into 2007 and beyond.

"It is important that a brand like Stella Artois remains at the cutting edge of marketing activity and doesn't stand still."

This summer, for instance, InBev launched its Stella Studio campaign, which saw the screening of films outdoors in a London park.