Formerly the Orange prize, on Monday it was announced that Baileys, the creamy liqueur aimed at female consumers, was chosen as the new sponsor of the Women's Prize for Fiction.
The prize was supported this year by private donors including Cherie Blair and Joanna Trollope after the mobile services company announced last year that it was ending its 17-year sponsorship.
Founder and novelist Kate Mosse told the Guardian that 25 companies had been interested in taking up sponsorship in 2014, but that the prize's board went for Baileys because "they were such a great fit as they are all about celebrating women." Starting next year, the prize will be known as the Baileys Women's Prize for Fiction, as part of a new three-year partnership.
Yet despite mostly positive responses to Baileys stepping in, some still criticize the partnership and the relevance of the award.
Author Jenny Diski tweeted that Baileys was "a perfect sponsor for a demeaning fiction prize 'for women'", and calling the choice "doubly patronising."
She also told the Guardian, "I think a women's prize is a morally self-defeating consolation prize, as indeed it started out as being, because Angela Carter didn't get the Booker. It strongly suggests that fiction by women is different from fiction by men. And that women need special concessions and can do nothing about male dominance apart from accept their difference," she said.
Diski does not allow her novels to be entered for the award.