Channel 4 Sales, Love and Lebara Mobile Bake Up Sponsorship for The Great British Bake Off

​Channel 4 Sales has revealed UK mobile network provider Lebara as the official sponsor of The Great British Bake Off across Channel 4, E4 and Channel 4 Streaming.

The landmark partnership serves up a two-year deal, officially launching in line with the new series in September, as well as sponsorship of all year-round Bake Off 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.

For the first time, the sponsorship deal also entails a licensing package, negotiated with Bake Off producer, Love Productions enabling Lebara Mobile to develop broader Bake Off branded activations, extending the partnership beyond traditional broadcast sponsorship. Lebara Mobile will first activate their sponsorship of the show within The Great British Bake Off’s press launch.

The deal between Channel 4, Love and Lebara was brokered by The Specialist Works.

David Amodio, head of sales at Channel 4 said, “The Great British Bake Off is a much-loved programme with a special place in British culture, bringing friends, families and communities together year after year. Lebara's focus on keeping people connected makes them our perfect partner.

"We’re thrilled to be working with Lebara across the full Bake Off portfolio and new licensing opportunities – we‘ve got all the right ingredients for a unique and special partnership.”

​Mayur Jauhari, commercial director, Lebara Mobile UK said, “The Great British Bake Off is one of the UK’s most loved programmes, bringing people together through warmth, humour and shared moments every week. As one of the UK’s fastest-growing mobile networks, Lebara is bringing more and more people together to discover a smarter choice: a reliable network, excellent customer service, and great value mobile plans.

“This partnership gives us an exciting opportunity to engage millions of viewers with Lebara in a way that feels genuinely relevant. We’re looking forward to bringing the brand to life for Bake Off fans both on and off screen and showing why, with Lebara, it’s all good.”

​Alex Mottershead, managing partner, planning at The Specialist Works said,
“We love working with Lebara. They have a genuine entrepreneurial mindset, and they’re moving incredibly quickly to become one of the nation’s favourite mobile network providers.

"Their ambition has given us a brilliant platform to think differently about media and find opportunities that can create a disproportionate impact. Lebara and Bake Off feel like a really natural fit. For us, this was about finding the perfect partnership rather than simply putting the brand next to a big TV show. Bake Off gives them huge reach, but it also gives the brand a distinctive space to show up in a way that feels memorable. By bringing the wider Bake Off franchise and licensing opportunities into the deal, we’ve been able to build something with much more depth and longevity than a traditional sponsorship.

"We’re really proud to have helped make this happen and know this is just the start of where our partnership can take the brand."

This year’s highly anticipated Bake Off will see Nigella Lawson join the tent as a judge alongside Paul Hollywood, and presenters Alison Hammond and Noel Fielding.