Carlsberg’s Tetley’s beer brand will sponsor television channel ITV4 in the UK as the brewer seeks to connect with its core male consumer.

Carlsberg has signed an 18-mont

h deal with ITV4, which shows older British television programmes like The Sweeney and Minder, as well as sports. Tetley’s idents will run an average of eight times per hour between 11am and midnight.

The move will form part of Carlsberg’s GBP5m (US$7.85m) spend on the UK ale category over the next 12 months.

UK beer sales have declined in mid-single digits over the last year, but there have been signs of a resurgence in ale, with cask ale sales having halted 15 years of volume decline last year.

“To secure a sponsorship deal of such high profile is hugely exciting news for Tetley’s and the ale category in general,” said Carlsberg UK’s director of brands and insight, Paul Davies. “We firmly believe that this sponsorship will help invigorate sales of both Tetley’s Cask and Smoothflow.”

The Tetley’s idents will be based on light-hearted conversations in a pub setting, with a voiceover from comedian Alun Cochrane. A caption will read: “Tetley’s sponsors real men’s TV on ITV4.”

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