Sainsbury’s to back latest series of Bake Off in ‘largest ever’ sponsorship deal

Sainsbury’s has signed up to sponsor the latest series of Channel 4’s flagship baking show The Great British Bake Off, in what is said to be the ‘largest ever’ sponsorship deal in the show’s history.

The UK’s second-largest supermarket has been named as the exclusive broadcast sponsor of the franchise in a multi-year deal. The value of the sponsorship package has not been revealed.

The show had previously been sponsored by Aldi, with last year’s deal worth an estimated £4 million.

The sponsorship will highlight Sainsbury’s premium Taste The Difference range across the entire Bake Off franchise, with “interactive” spots serving up a “surprising twist that pays homage to the Bake Off”.

Read more: Asda’s targets Sainsbury’s spot as UK’s second biggest supermarket

The franchise also includes Bake Off: An Extra Slice; Bake Off: The Professionals; Junior Bake Off; the festive specials and The Great Celebrity Bake Off for Stand Up to Cancer.

“We’re delighted to partner with The Great British Bake Off, an iconic show with mass appeal that never fails to bring warmth and fun to homes across the country,” Sainsbury’s chief marketing officer Mark Given said.

“This exciting new partnership provides us with the perfect opportunity to celebrate and showcase the quality and innovation that Sainsbury’s is known and loved for, while cheering on the nation’s best home bakers.”

Channel 4 brand partnerships leader Rupinder Downie added: “It’s a pleasure to welcome Sainsbury’s into The Great British Bake Off family

“Partnering with such a quintessentially British show plays perfectly into Sainsbury’s’ longstanding heritage as one of the nation’s most loved brands.”

Last year’s series attracted an average audience of 8.8 million viewers per episode and 9.3 million for the final.

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