Lyle’s Golden Syrup and Dr Oetker are to sponsor the upcoming Channel 4 version of the Great British Bake Off (GBBO).
Tate & Lyle Sugars and Dr Oetker said they were “proud” and “excited” to be joint broadcast sponsors for the eighth series of GBBO.
The partnership with Lyle’s Golden Syrup builds on its sponsorship of weekend mornings on Channel 4 in 2016, while Dr Oetker will be sponsoring a primetime TV programme for the first time.
“We’re looking forward to celebrating the nation’s love of baking with Lyle’s Golden Syrup and Dr Oetker, for the hotly anticipated return of Bake Off,” said Jonathan Allan, sales director for Channel 4.
“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.”
The partnership for 2017 also includes comedian Jo Brand presenting a spin off show Bake Off: An Extra Slice, as well as festive episodes.
GBBO production company Love Productions confirmed in March 2017 that chef and author Prue Leith will join Paul Hollywood as part of the judging panel for the new series, while writer Sandi Toksvig and comedian Noel Fielding will co-host the show. The trio replace Mary Berry, Sue Perkins and Mel Giedroyc.