Stella Artois is moving its image

12 January, 2007

InBev UK is ending Stella Artois's relationship with Channel Four's film strand after eight years, because it is afraid the sponsorship slots are becoming "wallpaper" for viewers.

A spokesman said the end of the

£1 million-plus sponsorship - which includes credits around films on Channel Four , FilmFour and the broadcaster's online film show, Movierush - does not mean the brand is giving up its alliance with film.

"It is important that a brand like Stella Artois remains at the cutting edge of marketing activity and doesn't stand still.

"Our Channel Four sponsorship was arguably becoming wallpaper - we weren't being noticed anymore," he said.

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