Lager brand Carling has signed a 14 month sponsorship deal with UKTV channel Dave, enabling it to screen popular adverts such as Office Escape, Catch and Trick Shot.
Launching this month and running through to December 2016 the tie-up will give Carling a continuous small screen presence on the station as sponsor of ‘Characters on Dave’, a selection of popular programmes including QI, Dave Gorman Modern Life is Goodish, Taskmaster, Have I Got News For You and Mock the Week.
Jim Shearer, Carling brand director at Molson Coors, said: “Dave’s focus on screening original and exciting entertainment programmes, combined with its regular viewing audience, closely aligns to our target market and our ambitions for the Carling brand.
“The sponsorship agreement with Dave will play a key part in our strategy to build a brand that can deliver value to the beer category beyond price and drive long term sustainable growth of the familiar favourite lager category.”
The sponsorship package was brokered by Channel 4 Sales and the Newscast division at ZenithOptimedia.