Amazon has secured headline sponsorship on The Great British Bake Off’s upcoming second season.
Amazon’s biggest UK television purchase yet, the deal is reported to be worth around £5m, according to The Guardian, casting GBBO as one of the most valuable entertainment sponsorships in the UK – in the league of The X Factor and Britain’s Got Talent.
It will take the opportunity to promote its Echo speakers and Alexa voice assistant within the show’s advertisement breaks.
GBBO attracted the largest audience among 16- to 34-year-olds of any TV show in the UK last year – one of the retailer’s biggest consumer groups – with the finale reaching 11 million viewers.
The sponsorship arrangement includes spin-off programming Bake Off: An Extra Slice, festive episodes, and Bake Off: The Professionals.
Channel 4 paid £75m last year to poach the show from the BBC, restarting the series after it had run for seven seasons on the Beeb.
Initially, Channel 4 struggled to generate advertiser interest, and ended up splitting its headline sponsorship package between baking brands Dr Oetker and Lyle’s golden syrup, which paid £2m each.
The GBBO deal comes as Amazon’s rival Netflix has snapped up the first seven series of the show, making the early seasons available on its service in time for Easter.
The second Channel 4 series will be screened later this year. The show’s judges, Prue Leith and Paul Hollywood, will return alongside hosts Noel Fielding and Sandi Toksvig.