UK: Stella Artois ends iconic sponsorship of Channel 4 movies

Brewer InBev is to cease promotion of its brand Stella Artois during film programming on Channel 4, according to Brand Republic, December 20.

The sponsorship of the strand has been a mainstay of Channel 4's sponsorship budget for the past eight years, and has included backing peak movies on the main channel, E4 and More4, as well as the 11pm film on Film Four.

David Charlesworth, head of sponsorship at Channel 4, said: "We are delighted and proud to have enjoyed such a successful and long standing relationship with Stella sponsoring film over the past nine years. All good things come to an end.

"Our network film sponsorship is one of our most prestigious and premium opportunities and we are excited to be taking this to market in the first time in almost a decade."

InBev said it has no immediate plans to cut its ties entirely with film sponsorship and will still carry on with web-based activity and its outdoor film events.

The increased online activity has included the launch of bespoke website studioartois.co.uk, where users can find games and competitions, trivia, listings, an area for budding filmmakers and the Film Finder search engine.

The brewer said it was now looking for different ways of enhancing its link with film from next year onwards.

Last year, Stella screened a series of cult movies in unusual locations to promote its brand. These special events included a screening of 'American Werewolf in London', which was shown in a disused London Underground station, and mod film 'Quadrophenia', which was screened on Brighton Beach.

In conjunction with Channel 4, Stella Artois recently put together a list of the 100 most successful films to show in UK cinemas since the dawn of film.

Other InBev brands include Becks and Leffe.

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