Banijay Rights, the global distribution arm of media and entertainment powerhouse Banijay Entertainment, today announces a new digital representation deal with chef, TV presenter and author Mike Reid.

Known widely as ‘The Laughing Chef’, Mike has hosted and judged on major hit shows including Five Star Chef for Netflix, Good Chef Bad Chef for Network Ten in Australia and Taste Test Restaurant for Channel 5 in the UK, as well as appearing on MasterChef in the UK.

The agreement will see Banijay Rights manage, leverage and monetise the chef’s content across Facebook, TikTok, and Instagram. It will also cover new original content for his YouTube channel.

Shaun Keeble, VP Digital, Banijay Rights, said: “Mike Reid is an outstanding cooking talent who has built a fantastic and engaged following – we see real potential to grow his global social media presence strategically. He’s a great addition to our talent portfolio and we can’t wait to get cooking together.”

Mike Reid added: “After 20 years cooking in kitchens around the world, this channel brings it all together — the techniques, stories, and food I love. Expect new recipes, masterclasses, and moments from my shows in the UK and Australia. Partnering with Banijay Rights, I can’t wait to build a community of people who share that passion for food.”

Mike will join an already esteemed digital representation roster, which comprises fellow culinary personalities Mary Berry and Jeremy Pang, as well as US TV producer and creator Phil Rosenthal, who recently named Banijay Rights as a partner to expand his brand across YouTube.

Banijay Rights manages over 300 YouTube and social media channels for personalities including Sarah Millican, Joe Lycett, and Jimmy Carr, who is the UK’s most subscribed to comedian on YouTube with close to 2 million subscribers. His recent YouTube-only-original Jimmy Carr: Road Kill and content strand Jimmy Carr’s Heckle Amnesties have amassed over 400 million views.

Mike Reid is a popular chef, TV presenter, and cookbook author who thrives at the intersection of food, culture, and storytelling. Splitting his time between London and Melbourne, he brings a global perspective to everything he cooks. Having built a name for himself through his partake in countless cooking shows, he also uses his YouTube channel as a dedicated home for culinary content, teaching his viewers proper kitchen techniques and sharing his international recipes.