Endemol Shine Group Joins with Guy Mottershead for MasterChef Brand

Endemol Shine Group has a partnership with Guy Mottershead on for the “MasterChef” franchise.

Mottershead will be working in an advisory capacity to help leverage the “MasterChef” consumer products program and drive brand growth off-air. Mottershead will work alongside Endemol’s brand licensing team as they build a branded food range strategy, feeding into the Group’s overall food licensing strategy.

“We recognise the added value that experts in their field can offer our brands and Guy brings a wealth of experience and learnings to our MasterChef business,” says Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “Given Guy’s deep expertise in the food category, we are delighted to be working with him on a strategy to build long-term multi-territory licensing programmes for MasterChef, with food a particular focus.”

Mottershead joins a successful licensing program for the series which has previously included deals for a “MasterChef” restaurant and food products with Superlative.