Channel 4 comedy gets a new sponsor | Coors replaces Fosters

Channel 4 comedy gets a new sponsor

Coors replaces Fosters

Coors Light has signed a new multi-million pound deal to sponsor comedy on Channel  4.

New ‘idents’ starring Jean-Claude Van Damme will launch tonight, around  8 Out of 10 Cats Does Countdown and The Last Leg with Adam Hills.

The beer replaces rivals Fosters, who have sponsored the genre on Channel 4 since 2010.

Channel 4’s line up of comedy this year includes the return of Friday Night Dinner, Flowers, Damned and Lookalikes; while new programmes include I Don’t Like Mondays in which Alan Carr give one member of the audience the chance to win a year’s salary; Mark O’Sullivan and Miles Chapman’s new improvised comedy series Lee and Dean, about builders; and Web Therapy, starring Stephen Mangan as an unconventional therapist.

Coors Light’s brand director Miranda Osborne called their Van Damme  campaign ‘iconic’. Obviously.

Published: 2 Feb 2018

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