Quintessentially British washing and bathing brand, Baylis & Harding, has been announced as the headline sponsor for the 2025 British Soap Awards as Corrie, Emmerdale and Hollyoaks prepare to head down South to slug it out with Eastenders at Hackney Empire on May 31.
One of the most anticipated nights in the UK television calendar, the star-studded event, hosted by Jane McDonald, celebrates the nation’s favourite soap operas, their stars, and the talented off-screen teams who bring the magic to life, and will air the following week on ITV1, STV and ITVX.
Baylis & Harding will feature prominently throughout the two-hour broadcast, which attracts millions of viewers and soap fans every year, across a series of pre- and post-ad break sponsor idents, highlighting its iconic signature Sweet Mandarin & Grapefruit hand wash. This is the second time that the brand has secured headline sponsorship of the British Soap Awards, the first time being in 2023.
Founded in 1970, Baylis & Harding is a family-owned British brand loved for bringing a touch of affordable luxury into everyday life and homes with its range of washing and bathing products.
Lucky guests and presenters will also get their hands on some of the brand’s most-popular products, as part of their VIP goody bags which will be distributed on the night.
A spokesperson at Baylis & Harding said: “To be able to sponsor this year’s British Soap Awards yet again, is a fantastic opportunity for us.
“The event is a significant moment in the UK TV calendar and allows us to connect with millions of soap fans across the country who will be tuning in to support their favourite soaps and soap stars.
“It’s exciting to see our products come to life on the big screen and quite literally get our products into the homes of the millions of viewers who will be watching.”
This year’s awards will be the first since 2023 after the awards announced they would be taking a break in 2024. Corrie cleaned up at the 2023 event, picking up six prizes at a ceremony held at Salford’s Lowry Theatre.
