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.

Creative for the campaign features Bailey's in abstract as it is poured over ice. The deal will also include a tie-in with Channel 4's transmission of the series and repeats of the show, which will be shown later in the year.