Foster's Makes Good Call For Edinburgh Comedy Awards

3rd July 2013

Foster’s, sponsor of the Edinburgh Comedy Awards since 2010, is extending its partnership with the prestigious Awards for another three years. Gayle Harrison, Brand Director – Foster’s at brand owners HEINEKEN said: “Comedy in all its forms lies at the heart of Foster’s brand strategy and the Foster’s Edinburgh Comedy Awards provide 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 until 2016 and we look forward to working with Awards Director Nica Burns and her team to take the Foster’s Edinburgh Comedy Awards on to even greater heights over the next three years.”

Describing 2013 as ‘the most inclusive Fringe yet', Nica Burns said: “The Fringe is often referred to as the mother ship for comedy and that has been borne out this year with the return of so many of its successful alumni, including Alexei Sayle, Jenny Eclair and David Baddiel .

“It's not only the old guard who are coming back: there will be a wealth of talent on show that represents each and every generation of comedy, from acts like Jason Manford and Sarah Millican to a new wave of 'indie' talent, through to the newcomers who make the festival so vibrant. The Fringe is about inclusion, innovation and aspiration, and it is in that spirit that Foster's have renewed their sponsorship for a further three years."

Foster’s is the leading sponsor of comedy in the UK with a sponsorship portfolio that includes the Foster’s Edinburgh Comedy Awards, the British Comedy Awards, over 100 hours of Original Comedy programming on Channel 4 and the Gilded Balloon’s So You Think You’re Funny ?stand-up competition at the Fringe Festival. In recent years, Foster's has revived classic comedy through ground-breaking partnerships with writers and producers on The Fast Show, Vic and Bob’s Afternoon Delights and Mid Morning Matters with Alan Partridge.

There will be no changes to the judging or the categories in this year’s Foster’s Edinburgh Comedy Awards. In 2012, over 500 eligible comedy shows were watched by the Awards team. The shortlist for the 2013 Awards will be announced on Wednesday, August 21 with the winners announced at a lunchtime ceremony on Saturday, August 24.

The prize money for best comedy show stands at £10,000 with £5,000 each for the Best Newcomer and the Panel Prize winner.