Amazon is sponsoring the hugely popular U.K. TV show "The Great British Bake Off" in a deal reportedly worth £5 million ($7.03 million), broadcaster Channel 4 announced.
The tech company will push its Echo smart speakers and digital assistant Alexa as part of the sponsorship, according to a statement on Channel 4's website. Previous show sponsors include German baking ingredients company Dr Oetker and Lyle's golden syrup, which together paid a reported £4 million. By comparison, food delivery company Just Eat paid £30 million to sponsor "The X Factor" over two years on rival channel ITV, although it is broadcast in a prime Saturday-night slot and "Bake Off" is shown mid-week.
"Bake Off" is one of the U.K.'s most watched shows, where amateur cooks face various baking challenges, before being judged by cookery school founder Prue Leith and bread expert Paul Hollywood. The judges are supported by two presenters, broadcaster Sandi Toksvig and comedian Noel Fielding, and the action takes place over 10 weeks.
The setting is quintessentially English, filmed in the grounds of stately home Welford Park, around 70 miles west of London, in a marquee where contestants' creations are scrutinized by Leith and Hollywood, ever on the lookout for the disastrous "soggy bottom" at the base of a pastry.