Grolsch seals £3m C4 comedy sponsorship

by Nicola Clark, Marketing 05-Dec-07

Dutch beer brand Grolsch has signed a £3m deal with Channel 4 to sponsor all its original British comedy programming next year.

The 12-month contract, which kicks off on New Year's Day, comprises 17
series on the main channel and 12 on E4. These include existing
programmes, such as Peep Show, Balls of Steel, Friday Night Project and

8 out of 10 Cats, and new commissions such as Alan Carr's Celebrity Ding

Dong.

Grolsch will feature on Channel 4's user-generated content website
4laughs, on programme microsites and in podcasts. Content from shows
will also be available on www.grolsch.co.uk.

Grolsch senior marketing manager Laura Burgoyne said the sponsorship
would 'communicate the quirky Dutch attitude' of the brand.

Sponsorship bumpers are being created by The Leith Agency, with digital
work handled by Blonde Digital.