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Channel 4 will start the bidding price at £8 million (€8.98m) for the rights to sponsor The Great British Bake Off as it seeks to recoup some of the reported £75 million fee it paid for the broadcast rights.
If a bidding war were to ignite, it could potentially eclipse the near £10 million a year TalkTalk pays to sponsor The X Factor.
The next series of Bake Off, currently the most watched show on UK TV, will air on Channel 4 in 2018. The current series comes to end this Wednesday on BBC1.