Bailey's to sponsor Sex in the City

Media buyer Carat has negotiated a £1m sponsorship deal for Bailey's Irish Cream with Channel 4's Sex and the City.

Media buyer Carat has negotiated a £1m sponsorship deal for Bailey's Irish Cream with Channel 4's Sex and the City.

The deal means Bailey's, owned by UDV, will sponsor the third series of the show, beginning tonight.

Creative for the campaign shows abstract images of the drink being poured over ice. The deal also includes a tie-up with Channel 4's transmission of the series and repeats of the show, to be shown later in the year.



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