Highlight comedy clubs sponsored by Foster's
Foster's lager is increasing its sponsorship of comedy-related entertainment yet again. The latest deal to be announced by the brewer is a new partnership agreement with live comedy brand Highlight. The stand-up chain, which has nine venues across the country and claims to be "the biggest provider of stand-up comedy shows in the UK", will be sponsored by Foster's from later this month.
From 22nd April, the shows at all nine of the chain's venues will be presented as 'Foster's Comedy Live @ highlight'. Mark Given, Brands Director at Heineken UK, which owns the Australian beer brand, said: "Foster's is committed to supporting and facilitating comedy in the UK and we know humour plays a large and important role in the lives of our core target market. The new partnership with highlight is a clear expression of this commitment."
Foster's has been spending a notable amount of money on UK comedy sponsorship over the last couple of years. The brand now sponsors the prestigious Edinburgh Comedy Awards and The British Comedy Awards, and helps fund original comedy programming on Channel 4. Foster's also recently received much praise for creating the hit online comedy series Alan Partridge's Mid Morning Matter, a twelve-part internet based series in which Steve Coogan reprised his role as hapless Norfolk DJ Alan Partridge. Given adds: "Foster's is famous for its love of comedy - from our current comedy sponsorships to our 'Good Call' TV ads to our FostersFunny online comedy 'hub' - so a partnership with the biggest provider of stand-up comedy in the UK is a natural fit for the brand."
John Leslie, CEO at highlight's parent company iNTERTAIN says of this new deal: "Foster's has demonstrated a very positive and proactive approach to all things comedy and we are very excited at the prospect of producing live comedy shows that will be backed by the brand. The sponsorship makes sound commercial sense for both parties and it will take an excellent trading and working relationship into an exciting new arena. The deal represents a significant step in delivering our commitment to first choice entertainment and creating a clear divide between highlight and other operators on the high street."
The Highlight venues are based in Birmingham, Camden, Clapham Junction, Edinburgh, Glasgow, Leeds, Leicester, Reading, Portsmouth and Watford. The chain was formed as part of a management buy out when Regent Inns, the owners of the Jongleurs chain, went into pre-packed administration. The Jongleurs brand has since resurfaced after original founders Maria Kempinska and John Davy re-claimed the name.
The website for Highlight chain is www.thehighlight.co.uk