Foster’s is ramping up its comedy credentials by sponsoring the British Comedy Awards.
The gongs will be handed out on 22 January at London’s IndigO2 area in a ceremony hosted by Jonathan Ross and broadcast on Channel 4.
Foster’s is also sponsoring a week of comedy shows to be broadcast in the run-up to the ceremony.
"We are delighted to be building on Foster’s burgeoning association with top-class comedy through this new sponsorship agreement,” said Mark Given, brands director at Foster’s owner Heineken UK.
“The sponsorship of these long-running awards brings an exciting new dimension to a portfolio of comedy support, which also encompasses the prestigious Foster's Edinburgh Comedy Awards and more than 100 hours of new comedy programming on Channel 4."
The tie-up comes after Foster’s last year sponsored the return of Alan Partridge, the popular Steve Coogan character, in a series of online videos.
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