Virgin Media to sponsor Big Brother 8

LONDON - Virgin Media has signed up to sponsor 'Big Brother 8' and will promote its Virgin Mobile brand through the multi-channel sponsorship.

Virgin Media takes over the sponsorship from the Carphone Warehouse, which pulled out of the reality TV show earlier this month after three years of sponsorship.

James Kydd, managing director of marketing at Virgin Media, said: "'Big Brother 'has always come under the spotlight and courted a lot of attention. Virgin is known for facing challenges head on and we know that our customers enjoy Big Brother because it’s the most unpredictable and exciting TV programme there is.

"We want to take the show to the next level by engaging viewers and pushing the boundaries of interaction across platforms in a way never seen before."

David Charlesworth, head of sponsorship at Channel 4, said: "We share so much with Virgin in both brand and business so look forward to pooling our expertise to create a ground breaking sponsorship."

The sponsorship package includes branding and advertising opportunities across TV, video-on-demand, online, radio and mobile.

Previous sponsors have also included BT Broadband and O2.