Baileys to tie up with Sex and the City in pounds 1m deal

Baileys is to make its broadcast sponsorship debut by linking up with Sex and the City on Channel 4 in a deal thought to be worth pounds 1m.

The Guinness UDV spirits brand will sponsor C4's third series of the show, which will air from January 10 for nine weeks. The deal, negotiated by Carat on behalf of Baileys, also includes a tie-in with E4's transmission of the series and repeats on C4, which will air later in 2001.

Creative for the campaign, which has been developed by a C4 in-house team, features abstract shots showing Baileys as it is poured over ice.

Baileys UK brand manager Daniel Braden said: 'This tie-up adds flirtation, sensuality, mischief and a touch of bare-faced cheek to the brand.'