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Deal is major coup for Channel 4, which has defied critics since poaching baking show from BBC

Amazon is seeking to cash in on the success of The Great British Bake Off on Channel 4 by signing up as headline sponsor of the second series, in the US tech giant’s biggest UK TV deal to date.

Amazon is thought to have paid about £5m to secure the deal, making Bake Off one of the most valuable entertainment sponsorships in the UK, alongside Britain’s Got Talent and The X Factor, after the show’s move from the BBC defied critics by proving to be Channel 4’s biggest hit in decades.

Related: Channel 4 hits sweet spot with Bake Off as it seeks new sponsor

Related: Channel 4 wins second biggest audience ever with Bake Off

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