The first ever sponsors of The Great British Bake Off have been revealed as Lyle’s Golden Syrup and Dr. Oetker as part of a multimillion-pound deal.

The seven figure deal marks the first time the popular baking programme has received sponsorship following its move from the commercial-free BBC to Channel 4.

The announcement means the new recipe for the show is almost complete, with a new line-up of Noel Fielding, Sandi Toksvig and Prue Leith joining Paul Hollywood in the baking tent.

The deal with Lyle’s Golden Syrup comes on the back of their sponsorship of weekend mornings on Channel 4 in 2016 – their first TV advertising in 25 years.

Meanwhile German company Dr. Oetker’s sponsorship marks the first time the baking brand has ever sponsored primetime TV programming.

The deal includes sponsorship bumpers either side of ad breaks but no product placement opportunities have been offered by Channel 4.

It will include Jo Brand fronted spin-off Bake Off: An Extra Slice as well as festive episodes.

Jonathan Allan, Channel 4 sales director, said: “We’re looking forward to celebrating the nation’s love of baking with Lyle’s Golden Syrup and Dr. Oetker, for the hotly anticipated return of Bake Off.

“We’ve had such a great response from a huge range of advertisers wanting to feature in the series, including our new cross-platform superspots and the creative launch ad-break.

“We’re excited about working with them all ahead of the launch of the biggest show on TV this autumn.”

The Great British Bake Off
Prue Leith (Kirsty O’Connor)

Tamas Fuzer, Tate & Lyle Sugars European marketing director, said: “As one of the nation’s favourite kitchen cupboard staples, we are very excited about the opportunity to join the celebration of the Great British baking obsession and look forward to all the thrills and spills of the forthcoming season.”

Jan Mckee, executive head of marketing, Dr. Oetker UK said: “As one of Britain’s favourite baking brands, we’re proud to share the nation’s passion for baking so clearly expressed in the love for the show.

“We’re looking forward to being inspired by this season’s 12 new bakers and hopefully encouraging many more to head to the kitchen to give it a go!”