By John Glenday, Reporter

February 2, 2018 | 2 min read

Muscles from Brussels Jean-Claude Van Damme is set for a return to the small screen as brand ambassador for Coors Light, part of a sponsorship package agreed with Channel 4.

The deal sees the drink named as the official sponsor of Comedy on Channel 4 from today, with VCCP-designed idents springing up around 8 Out of 10 Cats Does Countdown and The Last Leg.

This marks the first broadcast sponsorship to be signed by brewer Molson Coors and heralds the beginning of a year-long partnership between the brand and the public broadcaster.

Miranda Osborne, brand director at Coors Light, said: “We are thrilled to be associated with Channel 4’s Comedy programming. The partnership is a great fit with the Coors Light brand and a natural continuation of the iconic Jean-Claude Van Damme ice cold refreshment campaign, which will now have the opportunity to connect with our audience all year round.”

Rob Gold, managing partner at Zenith Media, which helped broker the deal with 4Sales, said, “Comedy on 4 is a fantastic partner for Coors Light; one of the UK’s best-loved lager brands. It provides the perfect platform to connect with our key audiences, enabling us to do so all year round within the content they love the most. Both Coors Light and Channel 4 have a reputation for innovation and finding new ways to deliver value to consumers, and we look forward to building on this throughout the partnership. Watch this space!”

Channel 4’s 2018 comedy output includes the likes of heart-breaking family comedy Flowers, starring Olivia Coleman and a lighthearted comedy/reality hybrid in the form of Lookalikes, a peek behind the scenes at the work of celebrity doppelgangers.

Van Damme currently stars as Jean Claude Van Johnson in an Amazon Prime spy spoof drama.

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