Baileys has signed a new £1m contract to continue its sponsorship of Channel 4's Sex And The City.
The new deal commences January 2002 when the new series will be aired on Channel 4 and will continue through to the series' transmission on E4 later this year.
Baileys marketing manager Sue McDermott said: "We felt it was right to renew our association with Sex And The City as it has proved to be a genuinely effective way of engaging our target audience. We are delighted with the results of our sponsorship to-date."
The sponsorship, created by Channel 4's in-house creative resource, 4Creative, will continue with Bailey's flirtatious brand messages, in line with the theme of its current 'Let your senses guide you' advertising campaign.
The sponsorship has been negotiated and managed by Carat sponsorship.