Magners, the cider brand of Irish drinks maker C&C Group which took the UK market by storm in 2006, has signed a sponsorship deal with the UK’s Paramount Comedy television channel.
Magners will become the headline sponsor for the channel’s stand-up comedy output. The deal will incorporate on-air and experimental marketing.
The C&C brand will see its name appearing alongside famous comic acts such as Peter Kay, Lee Evans and Al Murray.
The deal includes the sponsorship of a number of stand-up events across the UK, along with two branded roadshows, featuring comedians from around the globe. A stand-up tour taking in over a dozen UK universities is also scheduled.