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.

The sponsorship of the strand has been a mainstay of Channel 4's sponsorship budget for the past eight years, and is understood to be worth in the region of £1m a year to the broadcaster.

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.

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