Virgin Media becomes new Big Brother sponsor

Thursday 22nd March 2007

Virgin Media has signed up to become the new sponsor of Channel 4 reality show Big Brother.

The company replaces Carphone Warehouse which terminated it's sponsorship of the show following the Celebrity Big Brother racism row involving Jade Goody and Shilpa Shetty.

Despite the controversy surrounding the previous series, Virgin Media are happy to be associated with the Channel 4 programme.

James Kydd, marketing director of the company, has 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."

It's unclear how much Virgin Media have paid for the sponsorship deal although it is believed to be considerably less than the estimated £3m a year that Carphone Warehouse were paying.