the great british bake off

Channel 4 has unveiled Lyle’s Golden Syrup and Dr. Oetker will be the official broadcast sponsors for The Great British Bake Off, which is set to return to screens later this year.

It is the first time the popular show will have brand sponsors, as it was previously broadcast by The BBC. The rights to the TV programme were bought last year by Channel 4 for £75m, leading to a backlash from outraged viewers on social media.

The partnership with Lyle’s Golden Syrup follows its sponsorship of weekend mornings on Channel 4 in 2016, which marked a return to TV advertising for the first time in 25 years. Dr. Oetker’s sponsorship of The Great British Bake Off represents the first time the baking brand has ever sponsored primetime TV programming.

The seven-figure dual…