In a move that highlighted the strength of its commercial partnerships, Network 10 hosted an exclusive luncheon for sponsors of MasterChef Australia, celebrating another successful season of brand integration for the iconic cooking competition.
The event, held at The Squire’s Landing on Sydney Harbour, brought together top-tier clients, network executives and production leads despite Sydney’s rain-soaked weather.
The setting, soaked in grey skies but buzzing with industry conversation, mirrored the show’s own recent pub-style immunity challenge, creating a symbolic full-circle moment for the series and its brand partners.
(L-R) Rod Prosser, Marty Benson and Sarah Thornton.
Bringing broadcast to the table
Held at the same location as the now-aired episode 15 challenge, the event featured the winning dish from that segment, Salt & Pepper Squid, originally served by the Orange team (Andre, Beau, Callum, Ben, Declan and Depinder).
Sponsors in attendance included Coles, Harvey Norman, LG, Lurpak, Primo Foods, Lee Kum Kee, Square, Trafalgar Tours, UPI, Jemena and Lion.
Each of these brands has maintained a visible presence within the show, appearing in on-screen challenges, product placements, and narrative-driven integrations.
Commercial growth and commitment
Paramount Australia Chief Sales Officer Rod Prosser opened the event with remarks that acknowledged the value and longevity of the show’s commercial relationships.
“We’re deeply grateful to all our sponsors for their ongoing support and the time and effort you invest in your integrations,” Prosser said, highlighting the role of Tamar Hovagimian and her commercial team.
“This success wouldn’t be possible without Tamar and her team, whose dedication and passion consistently deliver exceptional brand integrations that create real value for our partners.”
Fresh from a late-night shoot of the series finale in Melbourne, EndemolShine Australia’s Director of Content Marty Benson and Network 10’s Head of Non-Scripted Sarah Thornton flew in to join the celebration.
(L-R) Marty Benson, Sarah Thornson and Rod Prosser.
Global reach, local results
Benson doubled down on the franchise’s strength as a media vehicle for brands both locally and abroad.
“I’ve been quoted in the trade press saying we’ve got as many sponsors now as we’ve ever had, and it just shows the strength of the show,” he said before adding “we want more, and I will find room for as many sponsors as we can get”.
With MasterChef Australia broadcast in over 150 countries, the show’s reach makes it a compelling option for brands looking to expand both awareness and alignment across diverse markets.
Evolving the integration playbook
Thornton spoke candidly about the internal rhythm of continuous improvement that drives the partnership between Network 10 and EndemolShine Australia.
“Every year EndemolShine and Network 10 celebrate an incredible season and immediately Marty and the team will talk about what we could do differently and how we can improve for next season,” she said. “So, every year you can see the elevation of how we integrate sponsors, everything is inventive and brings a new lens to the products.”
This iterative approach reflects how the show functions not just as content, but as an evolving commercial ecosystem, one that adapts in real-time to audience behaviour, advertiser needs, and media trends.
MasterChef Australia: Back To Win Sunday To Wednesday At 7.30pm On 10 and 10 Play.