When Channel 4 announced their acquisition of the Bake Off it was greeted with a degree of surprise and scepticism. The Great British Bake Off (GBBO) inhabits a unique part of the public consciousness and any commercial partnerships would need to be delicately introduced and complement, not compromise the integrity of this National Treasure. We found two partners in Dr Oetker and Tate and Lyle who understood the programme, its part in British life and both already had excellent credentials in the baking world. Sharing sponsorship outside of the sports and events world is unusual in TV. We proved it can work and will lead to more dual sponsorship on flagship properties.