Sainsbury's revealed as new sponsor of The Great British Bake Off

By Neil Wilkes, Editor-in-chief | 07 March 2022

Sainsbury's inks a "multi-year deal" to sponsor Channel 4's top-rated show, The Great British Bake Off.

Sainsbury's has replaced Aldi as the sponsor of Channel 4's The Great British Bake Off in a "multi-year deal".

In a statement, the broadcaster said that the agreement is the biggest sponsorship deal in the show's history, meaning that it eclipses the £4m-a-year deal paid by Aldi up until last year.

Sainsbury's sponsorship covers the main series, which airs this autumn, as well as spinoff shows Bake Off: An Extra Slice, Bake Off: The Professionals, Junior Bake Off, the annual Christmas specials and the upcoming celebrity editions in aid of Stand Up To Cancer.

Mark Given, Sainsbury's chief marketing officer, said: "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.

"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, whilst cheering on the nation's best home bakers."

Last year's series averaged more than 9.5 million viewers across its 10-week run, making it comfortably Channel 4's top-rated show of the year.

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