Channel 4 Sales today announces UK mobile network provider Lebara as the official sponsor of The Great British Bake Off across Channel 4, E4 and Channel 4 Streaming.
The landmark partnership serves up a two-year deal, officially launching in line with the new series in September, as well as sponsorship of all year-round Bake Off formats including An Extra Slice, Junior Bake Off, The Great Celebrity Bake Off for SU2C, Bake Off: The Professionals and The Great Festive Bake Off.
For the first time, the sponsorship deal also entails a licensing package, negotiated with Bake Off producer, Love Productions enabling Lebara Mobile to develop broader Bake Off branded activations, extending the partnership beyond traditional broadcast sponsorship. Lebara Mobile will first activate their sponsorship of the show within The Great British Bake Off’s press launch.
The deal between Channel 4, Love and Lebara was brokered by The Specialist Works.
David Amodio, Head of Sales at Channel 4 said:
“The Great British Bake Off is a much-loved programme with a special place in British culture, bringing friends, families and communities together year after year. Lebara's focus on keeping people connected makes them our perfect partner.
We’re thrilled to be working with Lebara across the full Bake Off portfolio and new licensing opportunities – we‘ve got all the right ingredients for a unique and special partnership.”
Mayur Jauhari, Commercial Director, Lebara Mobile UK said:
“The Great British Bake Off is one of the UK’s most loved programmes, bringing people together through warmth, humour and shared moments every week. As one of the UK’s fastest-growing mobile networks, Lebara is bringing more and more people together to discover a smarter choice: a reliable network, excellent customer service, and great value mobile plans.
“This partnership gives us an exciting opportunity to engage millions of viewers with Lebara in a way that feels genuinely relevant. We’re looking forward to bringing the brand to life for Bake Off fans both on and off screen and showing why, with Lebara, it’s all good.”
Alex Mottershead, Managing Partner, Planning at The Specialist Works said:
“We love working with Lebara. They have a genuine entrepreneurial mindset, and they’re moving incredibly quickly to become one of the nation’s favourite mobile network providers.
Their ambition has given us a brilliant platform to think differently about media and find opportunities that can create a disproportionate impact. Lebara and Bake Off feel like a really natural fit. For us, this was about finding the perfect partnership rather than simply putting the brand next to a big TV show. Bake Off gives them huge reach, but it also gives the brand a distinctive space to show up in a way that feels memorable. By bringing the wider Bake Off franchise and licensing opportunities into the deal, we’ve been able to build something with much more depth and longevity than a traditional sponsorship.
We’re really proud to have helped make this happen and know this is just the start of where our partnership can take the brand."
This year’s highly anticipated Bake Off will see Nigella Lawson join the tent as a judge alongside Paul Hollywood, and presenters Alison Hammond and Noel Fielding.
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Notes to editors:
About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests millions in training, development and learning opportunities annually.
Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.
About LEBARA:
LEBARA has been helping people get more from their mobile service since 2001, challenging the telecoms industry by proving customers don’t have to choose between quality and value. With reliable connectivity, award-winning customer service, free EU & India roaming and SIM-only plans from just £5 a month, LEBARA makes mobile service refreshingly simple, affordable and hassle-free for nearly 4 million customers across the UK.
As a Which? Recommended Provider for four consecutive years (2023-2026), winner of Uswitch’s Most Popular Mobile Network award for three years running (2024-2026), and rated Excellent on Trustpilot with a score of 4.8/5 from more than 80,000 reviews, LEBARA has earned the trust of customers across the UK. With no annual price rises since 2020 customers continue to choose LEBARA for its combination of quality, value and award-winning service.
Follow LEBARA on social media on:
Instagram - https://www.instagram.com/lebara.mobile/
Facebook - https://www.facebook.com/LebaraGB/
X/Twitter - https://x.com/LebaraMobileUK
About Love Productions:
Love Productions is an industry leading television production company, creating award-winning unscripted programming for audiences in the UK and around the world.
Founded in 2004, the company is best known for its international hit shows The Great British Bake Off and The Piano, alongside a broad slate of critically acclaimed factual entertainment series including The Great British Sewing Bee, The Great Pottery Throw Down, Junior Bake Off, Bake Off: The Professionals, The Great American Baking Show and Your Song, as well as agenda-setting documentaries such as School Swap: UK to USA, Benefits Street, Famous, Rich and Hungry, and Muslims Like Us.
Part of Sky Studios, Love Productions is renowned for its distinctive storytelling, premium production values, and audience driven content that resonates with viewers worldwide.
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