Lebara Mobile has signed a two year sponsorship deal for The Great British Bake Off across Channel 4, E4, and Channel 4 Streaming. The agreement covers the main series and all year round 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. The partnership launches in September.
The contract includes a licensing package negotiated with producer Love Productions. This allows Lebara Mobile to create branded activations using the Bake Off intellectual property outside of traditional broadcast sponsorship slots. The deal was brokered by The Specialist Works.
David Amodio, Head of Sales at Channel 4, and Mayur Jauhari, Commercial Director at Lebara Mobile UK, confirmed the partnership. Alex Mottershead, Managing Partner at The Specialist Works, stated that the deal incorporates the wider franchise and licensing opportunities. Lebara Mobile will first activate the sponsorship during the press launch for the upcoming series.
The partnership encompasses all broadcast platforms operated by Channel 4 and the associated production assets held by Love Productions. The agreement remains in effect for a period of two years.