UK: Bailey's link up with Sex and the City in a deal worth £1m

By Sarah Diston | 9 January 2001

Bailey's Irish Cream whiskey hopes its sponsorship deal with Channel 4's Sex and the City will add flirtation, sensuality and mischief to the Guinness UDV spirits brand. The deal thought to be worth £1m was negotiated by Carat on behalf of Bailey's, which will sponsor the third series of the show, beginning January 10.

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Bailey's Irish Cream whiskey hopes its sponsorship deal with Channel 4's Sex and the City will add flirtation, sensuality and mischief to the Guinness UDV spirits brand. The deal thought to be worth £1m was negotiated by Carat on behalf of Bailey's, which will sponsor the third series of the show, beginning January 10.

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