Baileys ends sponsorship with Women's Prize for Fiction

Baileys is withdrawing its sponsorship of the Women's Prize for Fiction, the prize honouring the best novel of the year written in English by a female author.

Syl Saller: Diageo will 'increase' promotional activities
Syl Saller: Diageo will 'increase' promotional activities

Baileys parent Diageo has decided not to renew its support in 2018 and the prize is looking for a new sponsor.

The award, which gives £30,000 to the winner, was formerly known as the Orange Prize for Fiction from 1996 to 2012, until Orange pulled out to concentrate on film industry sponsorship.

Baileys then sponsored the prize in 2014 as part of a three-year partnership and backed it in 2017 as part of a rolling annual sponsorship.

Syl Saller, chief marketing officer at Baileys’ parent Diageo, said the company would increase its promotional activities across English and non-English-speaking markets, the BBC reported.

The prize also has media and brand partnerships with Waterstones, Amazon, Grazia and Whistles.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.