Channel 4 has today unveiled Lyle’s Golden Syrup and Dr. Oetker will be the official sponsors for The Great British Bake Off.
The show will switch from the BBC to Channel 4 this year with a brand new series.
The partnership with Lyle’s Golden Syrup follows its sponsorship of weekend mornings on Channel 4 in 2016.
Dr. Oetker’s sponsorship of The Great British Bake Off represents the first time the baking brand has ever sponsored primetime TV programming.
The deal will not include product placement after Channel 4 reportedly said the show will be free of product placement to ensure the “integrity” of Bake Off.
“We’ve had such a great response from a huge range of advertisers wanting to feature in the series, including our new cross-platform superspots and the creative launch ad break.
We’re excited about working with them all ahead of the launch of the biggest show on TV this autumn,” says Jonathan Allan, sales director at Channel 4.
The Great British Bake Off will return with new judge restaurateur and food writer Prue Leith and Paul Hollywood to Channel 4.