Fosters backs the old Perrier awards

Foster’s is to sponsor the Edinburgh Comedy Awards for at least the next three years, it was announced today.

The company has agreed a six-figure sponsorship deal until 2012, but has said it intends to back the former Perrier awards with a long-term commitment.

‘The relief of money is in the air,’ said awards producer Nica Burns, the theatre impresario who funded last year’s prizes from her own pocket.

As part of the deal, the main cash award has risen £2,000 to £10,000, with £5,000 for both best newcomer and the panel prize. Nominees will also get financial support if they wish to tour, while the London season of the shortlisted shows will be reinstated at a West End Theatre.

Burns said: ‘The right sponsor has 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 betaken over and with a great product that continues to grow and grow in popularity, just like comedy.’

Foster’s recently also announced a long-term sponsorship deal for Channel 4’s comedy output, while its sister brand, John Smith’s, has just revived its adverts with Peter Kay. Foster’s itself has a link with comedy going back to the days when Barry Humphries and Paul Hogan advertised the lager.

Brands director Mark Given said: ‘We have chosen comedy as a major marketing platform for Foster’s in 2010 and beyond because we know comedy plays an important role in our target market.’

The sponsorship will make no difference to the judging process, with this year’s independent panel being chaired by Dominic Cavendish of the Daily Telegraph. The nominees will be announced on the last Wednesday of the Edinburgh Fringe, August 25m with the winner named at lunchtime the following Saturday.

Awards organisers are currently conducting a survey of comedians to see if any further changes are desired.

Although the current deal is for three years, Foster’s press officer David Jones said: ‘We’re in it for the long term, I assure you.’

The awards ,first handed out the Cambridge Footlights team that included Stephen Fry and Hugh Laurie in 1982, previously had a three-year association with Edinburgh-based bank Intelligent Finance, which is largely seen as an unsuccessful collaboration.

Burns said: ‘I’d like to thank the comedy industry for the overwhelming support I have had for the continuation of these awards. There is no doubt the Edinburgh Comedy Awards will be celebrating their 50th anniversary.’

Published: 26 May 2010