Heineken UK is to use humour to engage with drinkers and build on Foster's position as the UK's no 2 beer. 

Foster's Original Comedy sponsorship runs on Channel 4 from May until December, with more than 100 hours of televised comedy and a Film 4 comedy film season in June. The sponsorship will feature programme idents for the brand across shows including Peep Show and 8 Out of 10 Cats.

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