Amazon Boards 'Great British Bake Off' as Main Sponsor

Amazon Boards 'Great British Bake Off' as Main Sponsor

Netflix and Amazon may not have been able to cook up a deal to snap up The Great British Bake Off previous year when it moved from the BBC to Channel 4 but the SVOD services are still fighting over the cake competition. The company is thought to have paid about GBP 5 million for the deal, the Guardian reports.

While that's fewer than the 13 million the show reached on BBC One, it's Channel 4's second biggest audience ever and also the largest of 16-34 year olds for any TV show last year, at an average 2.6m per episode.

Netflix, meanwhile, has announced it will be showing the first seven seasons of the show. The first (or eighth, depending how you look at it) season, which featured original judge Paul Hollywood alongside Noel Fielding, Sandi Toksvig and Prue Leith, was sponsored by German baking firm Dr Oetker and golden syrup producer Lyle's.

GBBO attracted the largest audience among 16- to 34-year-olds of any TV show in the United Kingdom last year - one of the retailer's biggest consumer groups - with the finale reaching 11 million viewers.

Channel 4 was able to strike an improved deal after the rebooted series was a critical commercial hit, with a total of 11m viewers watching the final.

Amazon will take the opportunity to promote its Echo speakers and Alexa voice assistant within the show's advertisement breaks.

Amazon's sponsorship deal includes the show's ninth series across both channels, due to air later this year, as well as spin-offs Bake Off: An Extra Slice, Bake Off: The Professionals, and festive episodes.