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Channel 4 whips up Bake Off feeding frenzy with auction of sponsorship rights

on Apr 21, 2017 | 0 comments

By John Glenday

Channel 4 is seeking to recoup some of the £75m it splurged on wresting control of The Great British Bake Off from the BBC over the next three years by inviting 350 advertising executives to compete against each other to secure the sponsorship rights.

A floor price of £8m has been set for the trophy placing with expectations that the final price could surpass TalkTalk’s record breaking £10m sponsorship package for ITV’s X Factor.

Advertisers are queuing up to be associated with the hit format with Channel 4 set to cash in to the tune of Read full story ›

Source: The Drum