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Foster’s confirm continued support for Fringe’s big comedy prize

By | Published on Friday 5 July 2013

Edinburgh Comedy Award

Foster’s will continue to sponsor Edinburgh’s big Comedy Award until at least 2016 it’s been announced, as the drinks brand renews its partnership with the prize they once called the Perriers.

Launching the 33rd edition of the Edinburgh Comedy Award this week, the initiative’s boss Nica Burns told reporters: “This year there are a record breaking 581 eligible shows, split equally between Best Comedy and Best Newcomer. Every generation of comedy is represented at this year’s Festival from Alexei Sayle, one of the key original founders of the alternative comedy movement, through to David Baddiel, Jason Manford, Sarah Millican and a raft of exciting new talent”.

Confirming that Foster’s continued comedy-based marketing strategy would include at least another three years giving their name and money to the Fringe’s big comedy prize, Gayle Harrison from the brand’s owner Heineken added: “Comedy in all its forms lies at the heart of Foster’s brand strategy and our partnership with the Edinburgh Comedy Awards provides a solid and lasting foundation for our marketing ambitions. In Foster’s 125th anniversary year, we are delighted to extend Foster’s sponsorship of the world’s most prestigious comedy awards and we look forward to working with Nica and her team to take the Foster’s Edinburgh Comedy Awards to even greater renown over the next three years”.

The nominations for this year’s Edinburgh Comedy Award will be unveiled on Wednesday 21 Aug, with the overall winners of the main, newcomer and panel prizes being announced on the last Saturday of the Fringe.