The technology company will push its Echo smart speakers along with electronic helper Alexa as a portion of this sponsorship, according to a statement on Channel 4’s web site. Past show sponsors include German baking ingredients firm Dr Oetker along with Lyle’s golden syrup, and collectively paid a documented #4 million. By comparison, food shipping firm Just Eat paid #30 million to host “The X Factor” over two years on equal station ITV, though it’s broadcast in a prime Saturday-night slot and “Bake Off” is shown mid-week.

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