Perrier ends awards sponsorship

There will be no Perrier awards at the Edinburgh Fringe this year after the company ended its support of the prizes after 25 years.

The most prestigious awards in comedy will now be known as the if.comeddie awards – after online bank Intelligent Finance stepped in as sponsor.

Producer Nica Burns will continue to be responsible for organising the awards, and says the new, more valuable, sponsorship deal will offer more support to nominated acts once the Edinburgh festival is over.

The Eddies – as the awards are sure to be known – will offer whatever help the shortlisted comedians need to stage and promote subsequent tours of their shows, giving them a shelf life beyond August.

Announcing the new sponsor Burns hinted that more changes to the awards would be announced soon – including a third award to sit alongside the main prize and the best newcomer.  But she refused to be drawn on details, except to say it would not be an award for best international  act,.

Burns said: ‘We have taken a great deal of time and care in choosing our new sponsor.  Nominated comedians are smart,  Edinburgh audiences are smart – so I like the fact the word “intelligent” is in their name.

‘Last year, we announced that after 25 years we would review the awards and consult with comedians, management and promoters. There will be more news  about that in about four weeks.

‘Meanwhile we are pleased to announce that we will be expanding the support of the one-hour Edinburgh comedy shows by looking to provide support for the nominees and the best newcomer nominees should they wish to tour their show regionally.

‘We are setting up a new funded programme called Grassroots to assist the development of comedy talent. And we will increase the total prize money.’

Edinburgh-based Intelligent Finance, a subsidiary of Halifax set up five years ago, has agreed to sponsor the awards for three years – although managing director Mark Parker promised he was committed to a ‘long-term’ relationship.

He said: ‘We look forward to being involved in these prestigious awards as they develop and grow. The if.commedies will become synonymous with humour and wit – not traits you instantly associated with a bank.’

The Edinburgh Fringe has grown massively since Perrier started the awards in 1981. Then only 50 acts were eligible, now the figure is closer to 250.

Perrier managing director Stefano Agnostini said: ‘Our 25-year relationship with the comedy awards has exceeded all our expectations. We have had the most fantastic time, but 25 years is a record sponsorship and we felt it is time for us to explore new opportunites for the brand.’

Perrier's backing of the awards had previously attracted criticisms from comedians, including Emma Thompson who won the very first award as part of the Cambridge Footlights, because of the ethics of parent company Nestle.

Burns added: ‘Perrier felt they had done everything they could have done, from starting the award to taking it to this point.

‘Having been there at the birth of alternative comedy in 1981, my huge and abiding respect for comedians and my love affair with the Edinburgh Festival Fringe is undiminished.’

Published: 14 Jun 2006