Virgin Mobile has sealed a sponsorship deal for the upcoming season of reality show Big Brother.
The MVNO has previously sponsored last year’s Big Brother 8 and Big Brother Celebrity Hijack.
New adverts for the show will be created and while Virgin Mobile will be the main focus of the sponsorship, other services from the Virgin Media brand will also be featured. This year’s Big Brother, Big Brother 9, will air this summer on Channel 4.
Big Brother’s previous sponsor, The Carphone Warehouse, pulled out from the show in January 2007 over the race row sparked by reality TV personality Jade Goody and Bollywood actress Shilpa Shetty.