Baileys replaces Orange as Prize for Fiction sponsor

Baileys has signed up as sponsor of the Prize for Fiction after Orange cut its ties with the women's literary prize after a 17-year partnership.

Baileys: backs fiction prize
Baileys: backs fiction prize

EE-owned Orange dropped its sponsorship of Prize for Fiction, RockCorps and the National Business awards last spring ahead of the £100m launch of the EE 4G brand.

The prize will be renamed the Baileys Women’s Prize for Fiction as part of the three-year sponsorship deal that was revealed today.

Kate Mosse, chair of the Women’s Prize for Fiction, said the prize received a range of interest from brands across a variety of sectors.

Apple was one of the brands rumoured to have been considering taking over the sponsorship after Orange pulled out, but no deal emerged and the 2013 prize was funded privately while the prize sought a new sponsor.

Funding was provided by organisations and individuals including The Book People, Cherie Blair, Fanny Blake, Bloomberg, Christopher Foyle and Martha Lane Fox.

Mosse claimed Baileys is the ideal choice because of the "scale of their ambition…and willingness to help in bringing the prize to ever wider audiences".

Details of activity in partnership with Baileys and plans for the prize for 2014 will be revealed in the Autumn, according to Mosse.