Channel 4 today announces Coors Light as the new official sponsor of programming strand Comedy on 4 from Friday 2nd February 2018, launching around comedy mash-up 8 Out of 10 Cats Does Countdown and award-winning The Last Leg.
The multi-million pound partnership represents the Molson Coors’ brand’s first broadcast sponsorship and will see Coors Light sponsorship idents starring Jean-Claude Van Damme, created by VCCP, visible around Channel 4’s comedy programmes throughout the year.
Channel 4’s line up of comedy this year includes returning series such as critically-acclaimed and multi-award winning Friday Night Dinner, with Tamsin Greig, Paul Ritter, Simon Bird and Tom Rosenthal; the unique and heart-breaking family comedy Flowers, starring Olivia Coleman; comedy/reality show hybrid Lookalikes which follows the antics of two of Britain’s premier lookalike agencies and black comedy damned in which Jo Brand and Alan Davies play two jaded social workers.
Brand new this year studio-based I Don’t Like Mondays that will see Allan Carr give one lucky member of the audience the chance to win a year’s salary; improvised comedy series Lee and Dean about builder best mates written by exciting new comedy talents Mark O’Sullivan and Miles Chapman and Web Therapy in which Stephen Mangan leads an all-star cast as an unconventional therapist trying to keep his unconventional life, and patients, from falling apart.
4Sales and Zenith Media are responsible for brokering the partnership.
Rupinder Downie, Partnership Controller, Channel 4 said: “Channel 4 has an impressive track record in discovering and nurturing the very best of the UK’s comic stars and developing home-grown hits. We’re really excited to work with Coors Light on this premium partnership that provides the perfect opportunity for the brand to reach Channel 4’s engaged peak-time audience across the year.”
Miranda Osborne, Brand Director, 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. We are looking forward to beginning this exciting partnership with Channel 4, and kick off what we hope will be a great 2018!”
Rob Gold, Managing Partner, Zenith Media 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 recently revealed the results of the biggest ever TV sponsorship effectiveness study that found it delivers value across all brand metrics whilst driving positive viewer perceptions.