- Mike Shields, Mediaweek

Foster’s has once again signed on as the exclusive sponsor of a pair of original series on the irreverent young-male-oriented Heavy.com.

The Australian beer vendor will receive the branded entertainment treatment in four episodes of the series Heavy Hit List, the first two episodes of which are live on Heavy.com. Foster’s is running a large, full-page takeover ad just prior to each episode, as well as a “video skin” banner placement, which surrounds Heavy’s video player and is persistently present as viewers watch the show.

In addition, Foster’s ad segments will be interspersed within episodes of the sports-loving-guy-aimed Burly Sports Show.

2009 marks the second straight year the two companies have collaborated on branded content opportunities. “Heavy is a great partner for Foster’s,” said Foster’s brand director Doug Kooyman. “They deliver unique content with a masculine, irreverent sense of humor that hits dead center on our target consumer.”