Amazon announced as new sponsor of The Great British Bake Off 2018

Channel 4 signs new deal after show proved a smash hit

Amazon has signed up to sponsor The Great British Bake Off after the show proved a smash for Channel 4.

The broadcaster today announced the internet giant as the headline supporter of Bake Off’s ninth series, scheduled for this Autumn.

The deal also includes celebrity and festive specials, spin-off show An Extra Slice, and pro version Bake Off: The Professionals.

Amazon will use the opportunity to promote its range of Echo speakers and the associated Alexa voice assistant.

C4’s Jonathan Lewis commented: “It’s a great testimony to the success of Bake Off’s debut on Channel 4 last year that Amazon will sponsor the Bake Off programme brands this year.

“We’re looking forward to working with Amazon as we build towards the launch of one of the biggest TV events of the year.”

According to The Guardian, the deal is worth £5million, making it one of the most valuable entertainment sponsorships on TV.

Amazon has previously ran high-profile partnerships with Downton Abbey and The Nightly Show.

Brands were initially reluctant to back Bake Off following its controversial move from the BBC, unsure of whether audiences would follow the show to its new home.

Channel 4’s first run had not one, but two sponsors – Lyle’s Golden Syrup and Dr Oetker.

The latter proved particularly memorable to viewers thanks to its fun adverts featuring singing cakes.

However, any reluctance from advertisers has likely evaporated after Bake Off became C4’s biggest hit in years.

Series eight achieved a consolidated average of 9million viewers, with its final smashing the 10million barrier.

Bosses have also touted its popularity with the lucrative 16-34 demographic. An average of 2.6million young viewers tuned in each week.

Meanwhile, it was also announced today that Netflix UK has snapped up streaming rights to the BBC’s seven series of Bake Off.