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Channel 4 is celebrating today after pulling off a major sponsorship coup having signed up US online shopping giant Amazon as headline sponsor of the second series of The Great British Bake Off.

Reports suggest Amazon parted with £5m for the privilege, justifying the broadcaster’s controversial decision to pay £75m to poach the popular show from the BBC and elevating the format alongside television big guns such as Britain’s Got Talent and The X Factor.

Amazon was drawn to the Bake Off kitchen not by the smell of freshly baked cakes but the opportunity to promote its Echo speakers and Alexa voice assistant – a popular buy amongst 16-34 year olds who flock to the format in greater numbers than any others.

Jonathan Lewis, the head of digital and partnership innovation at Channel 4, said: “It’s a great testimony to the success of Bake Off’s debut on Channel 4 last year that Amazon will sponsor the Bake Off programme brands this year.”

Last time round Channel 4 struggled to generate advertiser interest, forcing it to split its headline sponsorship package between baking brands Dr Oetker and Lyle’s golden syrup, each of which paid £2m.