Foster's to sponsor Intertain comedy venues

Heineken UK's beer brand Foster's is to become title sponsor of stand-up comedy at bar operator Intertain's nine Highlight comedy venues.

From 22 April, the shows will be presented as Foster's Comedy Live @ Highlight.

Intertain said the partnership offers the potential to grow future ticket sales through Foster's online audiences, which include almost 100,000 fans of fostersfunny on Facebook, a growing number of followers on Twitter and up to 500,000 fostersfunny website visitors.

Intertain chief executive John Leslie said: "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."

Mark Given, brands director at Heineken UK, 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 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."