top of page


Channel 4 are reportedly set to secure a new deal to keep The Great British Bake Off and spin-off formats including: An Extra Slice, Celebrity Bake Off for Stand Up To Cancer, The Professionals, Festive Specials and Junior Bake Off.

According to Deadline, Channel 4 is "closing in" on a new deal, though an agreement is yet to be finalised. There had been reports that Netflix was eyeing up a bid for the famous white tent, though this has been denied.

Earlier this month it was announced that Channel 4 Sales has secured retailer Waitrose, in a deal brokered by MG OMD, as the new sponsor The Great British Bake Off.

A new suite of playful idents will celebrate all the home baking endeavours that are “Still Good”: those moments - just like in the tent - when it doesn’t all go to plan, but the results taste delicious anyway. 

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4 said: “As the name states The Great British Bake Off is quintessentially British so it is a joy to team up with another iconic British brand, Waitrose, for this sponsorship. The partnership is a perfect pairing combining Channel 4’s heart-warming GBBO content with viewers’ love of feel-good food. Broadcast sponsorship remains the optimum environment for brands to align themselves with the positive attributes of the shows that audiences actively seek out .”

Nathan Ansell, Customer Director at Waitrose & Partners said: “This is a great partnership for Waitrose, Bake Off is a firm favourite with many of our customers. It presents us with an opportunity to share our love of food with a like minded audience. There are few other opportunities that could offer the scale and impact of this prime time show, in such a contextually perfect environment, and with a brand tone of voice that complements our own so well.”

Maddie Taylor Wilson, at MG OMD said: "We are so excited to see this partnership between these two well-loved British brands come to life. Bake Off is so well loved and the perfect property for connecting with our audience."

The Great British Bake Off is produced by Love Productions for Channel 4.


bottom of page