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Aldi continues “significant” Bake Off sponsorship


Channel 4’s Manchester-based 4Sales team has brokered a new and “significant” deal with Aldi, to sponsor The Great British Bake Off.

The package includes more of the Bake Off titles than ever before, including the 12th series of The Great British Bake Off; Bake Off: An Extra Slice; Junior Bake Off; Bake Off: The Professionals as well as festive and celebrity specials.

“This significant broadcast partnership sees Aldi sponsor more hugely popular and much-loved Bake Off programming than before, and we’re really pleased to continue celebrating our biggest show together,” said Jonathan Lewis, Head of Digital & Partnership Innovation, Channel 4.

4Sales Nations and Regions Partnerships team led negotiations with Aldi’s agency, McCann UK.

“Our broadcast sponsorship of The Great British Bake Off has been a great success to date and we are delighted to be continuing during 2021 after the show pulled in its biggest viewing figures in 2020 and appeals to such a wide audience,” added Sean McGinty, Marketing Director for Aldi UK.

As the official broadcast sponsor, Aldi will have idents around all of the Bake Off formats on Channel 4 and All 4. 

In 2020 The Great British Bake Off achieved its biggest ever Channel 4 audience with 11.5m viewers and is the channel’s second biggest commissioned programme to date.

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

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