Mobile network 3 is to sponsor original comedy on Channel 4 in a deal said to be worth seven figures. The deal, which runs until the end of this year, covers Channel 4, E4, More4, Channel4.com and on-demand platform 4OD.
3 takes over the comedy portfolio from beer brand Grolsch. Shows which are covered in the deal include Peep Show, 8 out of 10 Cats and a new vehicle for Alan Carr Commenting on the deal, Alan Doyle, director of integrated communications, said: “Sponsorship of Channel 4′s comedy stream is a great fit for us as a brand. Like Channel 4, we like to push the boundaries of our industry. And while we strive for constant improvement, we try not to take ourselves too seriously. These values are important to us, and we hope this deal will help us share them with the 16-34 year-old audience that C4′s programming attracts.”
The deal was brokered by Mindshare content division Invention and the creative was produced by Glue. The concept behind the idents is a stand-up set based on Mobile Internet. Comic Spencer Brown shares surreal observations about how people use the internet on phones, what they can’t live without and what drives them round the bend.