Sainsbury’s to sponsor Channel 4’s The Great British Bake Off franchise

Category: News Release

Channel 4 today announces supermarket Sainsbury’s is the new exclusive broadcast sponsor of the entire The Great British Bake Off franchise from 2022 in a multi-year deal, marking the biggest sponsorship deal of the show to date.


Sainsbury’s Taste The Difference range will be the broadcast sponsor across the franchise which includes the upcoming thirteenth series of The Great British Bake Off which welcomes back fan favourites Matt Lucas and Noel Fielding on hosting duties, alongside Prue Leith and Paul Hollywood as judges; Bake Off: An Extra Slice; Bake Off: The Professionals; Junior Bake Off; the festive specials and The Great Celebrity Bake Off for Stand Up to Cancer coming to Channel 4 and All 4 soon.


Channel 4’s commercial arm, 4Sales, were responsible for brokering the deal with Sainsbury’s media agency PHD.


Getting the nation excited for Bake off with an interactive spin, the sponsorship spots will be created by Wieden + Kennedy. They'll feature a delicious range of Sainsbury's Taste the Difference products with a surprising twist that pays homage to the Bake Off. 


Rupinder Downie, Brand Partnerships Leader, Channel 4 said: “It’s a pleasure to welcome Sainsbury’s into the Great British Bake Off family – a show which brings thrills, laughs and comfort to our viewers every year. Partnering with such a quintessentially British show plays perfectly into Sainsbury’s longstanding heritage as one of the nation's most loved brands.”


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."


Series 12 of The Great British Bake Off drew a significant average audience of 8.8 million viewers per episode on Channel 4, with an impressive average audience of 9.3m for the final. With 2.0m All 4 views in its first week, it was the biggest ever Bake Off final on All 4.


It was the biggest non-scripted series on TV last year for young viewers, with an average 16-34 audience of 1.9m.


The Great British Bake Off is a Love Production for Channel 4.




Press contact: Thomas Reed, / 07758 103 788