Stella, which had partnered the festival for five years, said it was ending the relationship to focus on grass-roots film events such as its Stella Screen open-air screenings. Yell recently replaced Stella Artois as sponsor of films across Channel 4's portfolio after nine years (Marketing, 16 May).
InBev claimed that film will remain core to Stella Artois' strategy. Last month the brand teamed up with C4 and Britdoc for a competition to find short films for C4's Three Minute Wonders strand.
Separately, InBev is shifting to an umbrella strategy for its Artois brands that focuses on its brewing heritage, with a campaign featuring Stella Artois, Artois Bock and Peeterman Artois.
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