The Baby Show, organised by Clarion Events, will offer Prima Baby title branding across all shows and promotions in addition to its existing sponsorship of the live entertainment stage which began at the Excel-based show in 2007.
Prima Baby, published by The National Magazine Company, will have an increased brand presence and contribute content to the shows.
In return The Baby Show will gain year round media support via advertising, promotion and editorial within Prima Baby and sister Natmag publications both in print and .
The Baby Show claims to have experienced substantial growth since it launched at London's Olympia in 2002.
Matt Salmon, publishing director of the women's lifestyle group at Natmags, said: "The show's brand values are well matched to both our magazine and website and provide an ideal environment where we can interact with our readers face to face.
"Our enhanced involvement will allow us to sample more magazines, sell additional subscriptions and drive on-line traffic to Babyexpert.com [a Natmags website]."
Nicole Muller, The Baby Show director, said: "Having worked closely with Prima Baby as a feature sponsor for the past two years we are delighted that this winning partnership is moving forward to the title level.
"Natmags' media coverage will deliver an unrivalled reach within our target market which is integral to the growth of the shows."
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