Editing Foster's Lager (section)

==Sponsorship==
From 1964, the brand was promoted in the UK by comedian [[Barry Humphries]] and his ''[[Private Eye]]'' character [[Barry McKenzie]], a bumbling Foster's swilling Australian expatriate.<ref name=Oliver2011/>

Foster's Lager used the slogan "The Amber Nectar" in Australia and the UK, and "Australian for Beer", elsewhere overseas.<ref>{{Cite book|last=Moutinho|first=Luiz|url=https://books.google.com/books?id=zmjFCwAAQBAJ&q=Foster%27s+Lager+used+the+slogan+%22The+Amber+Nectar%22+in+Australia+and+the+UK%2C+and+%22Australian+for+Beer%22%2C+elsewhere+overseas&pg=PA266|title=Worldwide Casebook In Marketing Management|date=29 February 2016|publisher=World Scientific|isbn=978-981-4689-62-5|language=en}}</ref> The overseas advertising of the product often focuses on the Australian connotations of the beer, e.g. with reference to stereotypical Australian imagery such as [[kangaroo]]s, exaggerated accents, and [[cork hat]]s. This was true of a campaign in the 1980s fronted by the Australian comedian [[Paul Hogan]].<ref>Simon Bowers [https://www.theguardian.com/business/2011/jun/21/fosters-lager-brewed-in-britain "Foster's may be 'the Australian for lager' but it is brewed in Britain"], ''The Guardian'', 21 June 2011</ref>

The 2009 campaign for Foster's contains two 40-second adverts, "Backpacker" and "Deep Sea"; both end with the slogan, "Foster's – get some Australian in you."<ref>{{cite web|url=http://www.talkingretail.com/products/product-news/12721-fosters-returns-to-its-advertising-roots.html |title=Foster's returns to its advertising roots |publisher=www.talkingretail.com |access-date=29 August 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090817140834/http://www.talkingretail.com/products/product-news/12721-fosters-returns-to-its-advertising-roots.html |archive-date=17 August 2009 }}</ref>

The Foster's Lager brand was used as an advertising [[Sponsor (commercial)|sponsorship]] deal with [[Norwich City F.C.]] from 1986 to 1989 (a period which included two top five finishes and a run to the FA Cup semi-finals).{{cn|date=March 2025}}

The brand sponsored [[Formula One]] events regularly from 1986 to 2006. During this period it was the title sponsor for the Australian GP (1986–1993 and 2002–2006), the British GP (1990–1993 and 2000–2006) and the San Marino GP (2003–2006). It also was the prime sponsor and trackside sponsor of many other Grands Prix during this time. The brand was also used in a sponsorship deal with the [[A1 Team Australia]] from 2005 to 2007.{{citation needed|date=August 2017}}

The UK division of the Foster's brand has focused on cultivating comedy-centric advertising and sponsorship arrangements and on 9 November 2011 they launched a trailer for their sponsored, online-only version of the hit 90s' television show ''[[The Fast Show]]''.<ref>{{cite web| url = https://www.youtube.com/fosters| title = Foster's - YouTube<!-- Bot generated title -->| website = [[YouTube]]}}</ref> The six weekly episodes started on 10 November and featured the original cast (with the exception of Mark Williams) and many of the characters from the previous series.<ref>{{cite web|url=http://fosters.co.uk/tagged/The_Fast_Show |archive-url=https://web.archive.org/web/20111105230039/http://fosters.co.uk/tagged/The_Fast_Show |archive-date=2011-11-05 | title = Foster's - The Fast Show<!-- Bot generated title -->}}</ref>

From 2010 to 2015 Foster's adverts featured "Good call", in which numerous Britons phone up Australians Brad and Dan for general advice.<ref>[http://fosters.co.uk/good-call Foster's » Good Call Ads<!-- Bot generated title -->] [http://arquivo.pt/wayback/20140907071212/http%3A//www%2Efosters%2Eco%2Euk/good%2Dcall Archived copy] at the [[Portuguese Web Archive]] (7 September 2014).</ref> The campaign was revived in 2019.<ref>{{Cite web|url=https://www.marketingweek.com/2019/04/08/fosters-bring-back-good-call-ad-campaign/|title = Foster's on why it's bringing back 'Good call' after a four-year absence|date = 8 April 2019}}</ref>