First Masterchef sponsors announced

masterchef Network Ten has announced the brands sponsoring the forthcoming season of MasterChef Australia, which airs after Easter.

Coles Supermarkets, MasterFoods, Sunbeam, Fonterra, Mitsubishi Motors and Qantas Airways will return as sponsors, with a mix of in-show promotion, contestant challenges and themed commercial breaks.

New additions to the sponsorship roster include Reckitt Benckiser and the South Australian Tourism Commission.

More blue chip advertisers will be announced over the coming weeks, according to Network Ten’s chief sales officer Mike Morrison. This year’s sponsorship offers brands “deeper integration” with the show, says a press release from Ten, with strong online content and off-air tactical activities.

Last year’s season saw average metro audiences of around 1.65m viewers.

Recent Roy Morgan research rated MasterChef’s audience as among the “most optimistic” viewers.


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