The Great British Bake Off has signed Lyle's golden syrup and Dr Oetker as sponsors for the next series of the show.
Channel 4 would not disclose the value of the sponsorship deal, but said a seven-figure sum was achieved.
The baking competition, one of the biggest shows on British television, will be shown on Channel 4 instead of the BBC this year in a controversial move that shocked fans.
The BBC lost its contract to broadcast Bake Off when it only offered £15m per year to Love Productions, which makes the show. The production company would not accept offers below £25m.
The show lost Mary Berry and its two presenters, Mel Giedroyc and Sue Perkins, when it moved over to Channel 4, prompting speculation that the re-boot will not pull the same number of viewers as the original.
Paul Hollywood will judge this year's competition, and will be joined by presenters Sandi Toksvig and Noel Fielding.