Magners has announced it will sponsor the Sheffield Comedy Festival in the latest addition to its comedy sponsorship portfolio.
Sheffield joins a stable that already includes the Brighton Comedy Festival, which takes place later this month.
Marketing manager Rob Calder described the tie-up as a “great fit” for the brand and said Magners’ growing association with comedy was fundamental to its development.
“The relationship between Magners and comedy has grown over the years to the benefit of the individual festivals [and] the brand itself," he said.
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