Diageo GB has announced that Guinness and Baileys Irish Cream will be joint sponsors of network films on Channel 4. The sponsorship is worth almost £5m and will run for a year from mid-July.

The deal means all films from 6pm on Channel 4, E4, More4 and the 11pm showing on Film4 will be branded with either Guinness or Baileys indents to show how the brands are the perfect accompaniment to a relaxing evening at home. Baileys will sponsor films targeted at women while Guinness will focus on male-oriented films, with the remainder split between the two brands.

Philip Almond, Diageo GB marketing director, says: "It’s a first for us in terms of a multi-brand television sponsorship and provides a high-profile platform that is the ideal context to reach target consumers."

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