The Virgin Media logo – which was refreshed last year to incorporate the Union Flag – will appear on the Red Devil’s jumpsuits and on the team’s website.
Graeme Oxby, Virgin Media’s executive director of mobile and home phone, says: “We’re proud to be supporting such a great British team. The Red Devils are a fantastic example of team work and ambition and what better fit for two red, British, superfast brands.”
Virgin Media is currently exploring ways to capitalise on the partnership, which could include flyovers at big events such as the V Festival.
Last year, when Virgin Media updated its logo, the company said 2012 was the best time for it showcase its “pride and excitement” about what it means to be British.
In March, brands were warned by a senior strategist that jumping on the “brand Britain” bandwagon to exploit the patriotism that will swell from this summer’s Jubilee celebrations and Olympics without building it into a deeper strategy are “missing the point”.
Jeff Dodds, executive director of brand and marketing at Virgin Media, said in response that there are some brands – like Virgin – that have the “right” to tap into ‘brand Britain’ and others that don’t.
The Red Devils are also sponsored by Seat, Bloc Eyeware, Chemring and Kukri Sports, amongst others.