Telegraph takes over from Guardian as Hay sponsor

The Guardian’s nine-year association with the Hay Literary Festival has been brought to a close as Telegraph Media Group has been named as the event’s new headline sponsor.

The three-year sponsorship deal cut between TMG and the organisers of the Hay Festival will cover both its national and international events.

The UKl event is held annually over a ten day period in Hay-on-Wye, in Powys, Wales, while Hay’s international events include seven spin-off festivals across the globe, the Telegraph reported this morning.

The Guardian had been the main sponsor of the event since 2002, four years after it first launched as a small literary festival.

Peter Florence, director of the Hay Festival, told “The new contract will be in effect from January 2011.The contract with the Guardian ended in July…

“The editorial commitment from both the daily [Telegraph] and Sunday papers and online is phenomenal and will mean massively improved exposure for our writers. We’re exploring a year-round campaign, and a series of thrilling initiatives.”

Over the course of the past two months a number of stories have emerged questioning whether the Guardian would renew its sponsorship of next year’s festival, which will run from 25 May.

A Guardian spokeswoman said: “After nine great years of sponsorship, the Guardian and the Hay Festival will not be continuing their long-standing partnership.

“Although it’s been a privilege being part of such a fantastic cultural festival and helping to build its prominence and reputation in the UK since 2002, we are now looking forward to pursuing a different marketing strategy for 2011.

“It has been a real pleasure working with the Hay team and we are sure the festival will continue to flourish both in the UK and internationally.”

No comments to display

Leave a Reply

Your email address will not be published. Required fields are marked *