Channel 4 has unveiled Lyle’s Golden Syrup and Dr. Oetker will be the official broadcast sponsors for The Great British Bake Off, which is set to return to screens later this year.
It is the first time the popular show will have brand sponsors, as it was previously broadcast by The BBC. The rights to the TV programme were bought last year by Channel 4 for £75m, leading to a backlash from outraged viewers on social media.
The partnership with Lyle’s Golden Syrup follows its sponsorship of weekend mornings on Channel 4 in 2016, which marked a return to TV advertising for the first time in 25 years. Dr. Oetker’s sponsorship of The Great British Bake Off represents the first time the baking brand has ever sponsored primetime TV programming.
The seven-figure dual partnership for 2017 also includes the Jo Brand presented spin off show Bake Off: An Extra Slice, as well as festive episodes. Creative agencies Iris and Cheetham Bell will create the brands’ respective sponsorship idents.
However, it 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.
Jan Mckee, executive head of marketing at Dr. Oetker UK, adds: “As one of Britain’s favourite baking brands, we’re proud to share the nation’s passion for baking so clearly expressed in the love for the show. We’re looking forward to being inspired by this season’s 12 new bakers and hopefully encouraging many more to head to the kitchen to give it a go!”
This year, the judges on the show are restaurateur and food writer Prue Leith and Paul Hollywood, the only person left from the original BBC team. The presenters are comedian and writer Sandi Toksvig and comedian and actor Noel Fielding.