Coors Brewers has announced that its Carling brand will be the exclusive sponsor of films on some of the UK's digital television channels.

The company said yesterday (23 April) that the GBP2m (US$4m), 12-month deal is set to include broadcast sponsorship across ITV2, ITV3 and ITV4, as well as online, interactive and mobile interactive bumpers.

The sponsorship, which will see Carling sponsor over 600 films, will follow the current 'You know who your mates are' campaign and will feature the next installment, 'Cowboys'.

Carling brand director Martin Coyle said: "This sponsorship reflects Carling's all inclusive position as Britain's best loved lager. It's a great opportunity to take the successful ad creative into a wide- reaching through the line campaign."

ITV customer relations senior sponsorship executive Yan Li added: "The audience profile and brand fit between our movies on ITV2, ITV3 and ITV4 are a perfect match for Carling. We look forward to developing our partnership further."