My Kitchen Rules serves up major brand partners for new Channel 7 season – My Kitchen Rules returns to Channel 7 and 7plus on Monday, 28 September, with Manu Feildel and Colin Fassnidge joined by an expanded line-up of commercial partners.
Spotlight, Woolworths and SharkNinja are back as major partners, while JAECOO, kaboodle kitchens, Ingenia and Dettol join the programme for its new season.
The scale of the partnership roster reflects the continuing value of MKR to Channel 7. After a strong 2025 season across broadcast and 7plus, Seven is using the cooking competition to connect its television audience with streaming, social content and products viewers can use in their own homes.
My Kitchen Rules returns to Channel 7 and 7plus
The new season again sends co-hosts and judges Manu Feildel and Colin Fassnidge across capital cities and regional Australia in search of the country’s next generation of home cooks.
Seven says the competition will bring family recipes into direct competition with contestants who favour bold, unconventional ideas. The familiar Instant Restaurants will also deliver high-stakes scoring, rivalries and dinner-table revelations as teams chase the title.
Seven Director of Content, Unscripted, Majella Hay said the new season builds on the programme’s record-breaking 2025 performance.
“After a record-breaking 2025, this season of My Kitchen Rules is next level – filled with food you want to cook and contestants you can’t help but have an opinion on.
“Our partners are a perfect pairing with the show, in episodes and with our audience wherever they are watching or engaging.”
Returning partners take a bigger seat at the table
Spotlight enters its fourth year as a partner of My Kitchen Rules. Its Kitchen & Dining products will again feature as contestants build and style their Instant Restaurants.
“At Spotlight, inspiring creativity is at the heart of everything we do. That’s why we are proud to continue our long-standing partnership with My Kitchen Rules, now entering its fourth year,” Spotlight CEO Quentin Gracanin said.
“We can’t wait to see this season’s teams use products from our Kitchen & Dining range to create memorable Instant Restaurants and inspire viewers with ideas they can recreate themselves.”
Woolworths also returns, with its fresh produce and Own Brand range forming part of the ingredients available to contestants.
“Partnering with a show that celebrates home cooking is a natural fit for us as the Fresh Food People,” Woolworths Chief Marketing Officer Sean Barrett said.
“We take huge pride in our fresh produce and Own Brand range, and we can’t wait to watch the contestants turn these everyday staples into extraordinary meals, just like our customers do at home every week.”
SharkNinja is back for a second year with a larger presence. Ninja appliances will appear in the competition kitchens, while Fassnidge will front a new social-content series featuring the company’s air fryers and other products.
“We’re thrilled to return to My Kitchen Rules for a second year with an even bigger presence in the 2026 season,” SharkNinja APAC ANZ Managing Director Aby Shukla said.
“We love our partnership with MKR, it’s a natural fit for Ninja that celebrates creativity, innovation, and the joy of cooking, just like our brand. Ninja will once again be part of the action across the MKR kitchens, with contestants putting our appliances through their paces and highlighting what they can achieve.
“We’re also excited to continue our relationship with Colin Fassnidge through a whole new social content series. Highlighting our award-winning air fryers and must-have new products, we hope to inspire viewers at home to create restaurant-quality meals with ease.”
New sponsors join the MKR family
JAECOO, kaboodle kitchens, Ingenia and Dettol have signed on as new sponsors. Their inclusion broadens the programme’s partnerships beyond food and kitchen appliances into vehicles, home improvement, lifestyle and household products.
JAECOO will use the programme to promote its J5 EV. General Manager – Marketing Nariné Salmasi said the brand saw a connection between discovering new food and discovering new experiences.
“We’re excited to join the My Kitchen Rules family and celebrate the shared connection food creates. Just as MKR inspires Australians to discover new flavours and experiences, the JAECOO J5 EV brings a fresh perspective to everyday journeys, inspiring drivers to discover more.”
Kaboodle Marketing Manager John Harrison said the kitchen company was a natural fit for a competition centred on home cooking and entertaining.
“We’re delighted to be partnering with My Kitchen Rules this season, celebrating Aussies who come together to create, cook and impress the toughest critics.
“From making a meal to making your own dream kitchen, kaboodle celebrates the moments that create the heart of your home. YOU MADE IT, with kaboodle.”
Seven expands MKR partnerships across every screen
Seven Director of Sales, Television and Streaming, Katie Finney said the partnerships are designed to move beyond conventional background sponsorship.
“MKR continues to be a recipe for real commercial success, giving our partners a rare, highly active seat at the Australian family dinner table every night. What makes this show special is that our partners aren’t just sitting in the background, they are the essential tools and ingredients fuelling the contestants’ passion.
“When viewers watch a dish come together, they see Woolworths fresh produce, Spotlight styling and SharkNinja premium appliances, and can take those exact ideas straight into their own homes and shopping carts.”
Finney said the new sponsors would gain immediate brand association through integrations spanning Channel 7, 7plus, digital and social platforms.
Record 2025 audience underpins the new season
The partnership push follows a 2025 season that Seven described as its highest-rating programme of the year. My Kitchen Rules reached more than 9.5 million people nationwide, including 7.98 million through broadcast television and 2.4 million on 7plus.
The season averaged 1.29 million viewers across Channel 7 and 7plus. Total audience increased by 16% year on year, while digital streaming on 7plus rose by 82%.
The grand finale averaged 1.47 million viewers and reached 2.62 million people.
Seven also cited Gemba broadcast-effectiveness research showing the programme’s 2025 sponsors exceeded industry benchmarks. Among Seven MKR viewers, average consideration rose by 18%, claimed purchase increased by 10%, and agreement with important brand perceptions increased by 23%.
My Kitchen Rules is produced for Seven by ITV Studios Australia.
For more TV Central Channel 7 news, head here. Watch My Kitchen Rules on the official 7plus programme page.
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