As part of the agreement, Viacom Brand Solutions has developed a dedicated microsite on www.paramountcomedy.com.
Magners will also sponsor a series of four major comedy tours and events around the country, including The World Stands Up, Edinburgh & Beyond, the Paramount Comedy Festival and Comedy on Tap.
The microsite will carry information about these events, as well as a "best gag" feature, where users can upload videos of themselves telling their best joke. It will also have information about Magners cider.
Paramount Comedy dedicates 40% of airtime to stand-up comedy, with big name comedians including Lee Evans, Peter Kay and Al Murray, as well as new talent including We are Klang, Phil Nichol and Michael McIntyre.
The deal was brokered on behalf of Magners by Media Planning Group, which worked closely with Viacom to tailor the package.
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