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Holsten is running a poster campaign to highlight its renewed

sponsorship of Tottenham Hotspur football club.

The three-year deal, believed to be worth a seven-figure sum, is part of

a pounds 12m support package for the brand which includes an ongoing TV

campaign starring Fast Show creators Paul Whitehouse and Charlie

Higson.

The 48-sheet posters, created by TBWA GGT Simons Palmer, will be

displayed in the Tottenham area and around the football ground from

August 1 as well as in local tube stations.

They revive the famous Holsten line: ’All the sugar turns to

alcohol’.

The line is given a twist, however, to link it to Spurs chairman Alan

Sugar, reading: ’Once again, Sugar turns to alcohol’. The headline also

runs on the back of the Spurs shirt.

Holsten’s sponsorship of the club comes after a four-year break, during

which computer company Hewlett-Packard (H-P) took over sponsorship.

Prior to H-P’s involvement, Holsten had sponsored the brand for 12

years.

However, it dropped its association with Spurs at the end of the 1994-95

season to look for other ways of promoting its key Holsten Pils and

Holsten Export brands.