Fringe 2010: Fosters to sponsor Edinburgh Comedy Awards
May 26, 2010 1:23pm by Such Small Portions
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Fosters Lager is set to become the sponsor for the biggest prize in comedy - the Edinburgh Comedy Awards.
The awards, which were originally called the Perrier Awards and the if.comedy awards, were left in limbo last year after the withdrawal of their previous sponsor Intelligent Finance.
Speaking about the new deal with the Australian branded beer, which in owned in the UK by Heineken, awards organiser Nica Burns said: “The right sponsor had to have a sense of humour, a long term commitment to comedy, owned by a company with an ethical track record, a history of long term sponsorships, a stable company, unlikely to be taken over and with a great product that continues to grow and grow in popularity.”
The Edinburgh Comedy Awards are known as the biggest prize in comedy, with previous winners including Rich Hall, Tommy Tiernan, Dylan Moran, Daniel Kitson and The Cambridge Footlights.
With the renewed financial boost prize winners for best show will now once again travel to the Just For Laughs festival in Montreal while nominees are expected to join the post-fringe series of dates in London.
The Edinburgh Comedy Awards sponsorship soon after Fosters announced that it is also to sponsor Channel 4’s new original comedy output.
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