The 12-month contract, which kicks off on New Year's Day, comprises 17 series on the main channel and 12 on E4. These include existing programmes, such as Peep Show, Balls of Steel, Friday Night Project and 8 out of 10 Cats, and new commissions such as Alan Carr's Celebrity Ding Dong.
Grolsch will feature on Channel 4's user-generated content website 4laughs, on programme microsites and in podcasts. Content from shows will also be available on www.grolsch.co.uk.
Grolsch senior marketing manager Laura Burgoyne said the sponsorship would 'communicate the quirky Dutch attitude' of the brand.
Sponsorship bumpers are being created by The Leith Agency, with digital work handled by Blonde Digital.
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