Becks Resumes Drama Sponsorship With Channel 4

Beck’s has resumed its sponsorship of drama output on Channel 4 (see Channel 4 And Beck’s Sign £2m Drama Sponsorship Deal) following a withdrawal from the £2 million deal in March this year. Beck’s pulled out of the deal whilst C4 was showing the hard-hitting gay drama series, Queer As Folk.

The brewer’s decision to pull out of the deal caused some controversy with the gay pressure group, Outrage, which believed that Beck’s did not want to be associated with the programme’s content. A Channel 4 spokesperson says Beck’s’ decision was taken following a ‘readjustment of finances’.

The renewal of the deal will see Beck’s sponsoring all of C4’s drama programmes including US import The Sopranos, which starts today, and Love In the 21st Century which begins in September.

Channel 4: 0171 396 4444