Viking Cruises has announced that it has signed on as a sponsor of The Great British Baking Show, which recently premiered on PBS stations in the U.S.
The new deal extends Viking's presence on PBS beyond its partnership with MASTERPIECE, which includes Downton Abbey and Sherlock. Similar to its MASTERPIECE sponsorship, Viking commercials will bookend each episode of The Great British Baking Show, airing on Sundays at 8 p.m. in January and February. Viking will also leverage recipes from the show across its marketing channels.
The Great British Baking Show follows amateur bakers whose goal is to be named the U.K.'s best. Each week, the bakers tackle a different skill, the difficulty of which increases as the competition unfolds. Mary Berry, a leading cookbook writer, and Paul Hollywood, a top artisan baker, serve as judges.
"We have enjoyed an incredibly successful partnership with MASTERPIECE and PBS over the last four years largely because our audiences value the same types of enriching entertainment and life experiences," said Richard Marnell, SVP marketing for Viking Cruises. "Our guests are often interested in the intrinsic connection between food and travel, which makes The Great British Baking Show a particularly good fit for our brand. Of course we are also proud to support Mary Berry, godmother to our new Viking Longship Alsvin."