The sponsorship will run from the first episode on January 27 until June 2010, across Channel 4 and E4.
Baileys idents will be shown before and after the ad breaks during Desperate Housewives throughout the 23 episode season. As well as the sponsorship of Desperate Housewives, Baileys brand owner Diageo GB is investing £1million on an integrated marketing campaign for Baileys. The campaign will aim to drive awareness of the brand in the lead up to Valentine’s Day, Mother’s Day and Easter.
Last year, Baileys was worth £14million in retail sales value.
New TV advertisements will launch on March 8 and will run until Easter weekend.
Violeta Andreeva, Baileys brand manager at Diageo GB, said: “We’re really pleased to be working with Channel 4 and for our Baileys idents to be featuring in the sixth season of Desperate Housewives, one of the most popular TV programmes for women 18-49. Female fans look forward to their midweek escape to the world of Wisteria Lane and a glass of Baileys over ice can make the treat of watching their favourite programme even more special.”