Foster’s is extending its support and engagement with comedy by sponsoring the 21st British Comedy Awards, which will be hosted by Jonathan Ross on 22 January.
Shown on Channel 4, the awards will be the finale to a week of Foster’s-sponsored comedy programmes dedicated to this year’s British Comedy Awards.
The build up to the awards ceremony begins with the Award Nominations Show on 15 January, and a new award will be launched voted for by the public entitled The People’s Choice Award for the King or Queen of Comedy.
In the run up to the Awards ceremony, five one-hour Comics’ Choice shows will be broadcast on Channel 4 from January 16-20, with Bill Bailey inviting a series of leading comedians to choose their personal selections of all time comedy heroes and shows.
Mark Given, brands director at Heineken UK, owner of Foster's, said: "We are delighted to be building on Foster’s burgeoning association with top-class comedy through this new sponsorship agreement with the British Comedy Awards. 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."