Under the deal, Virgin Media will use the Britain’s Got Talent property across all of its customer touchpoints, including its IPTV service TiVo, which it is understood will host content related to the show.
The partnership also includes sponsorship of US series America’s Got Talent, which will air on ITV2 next year.
The one year deal is reported to be worth a seven figure sum, although a Virgin Media spokesman declined to comment on its value. It is Virgin Media’s first major TV sponsorship since its deal with Channel 4’s Big Brother in 2007.
Virgin Media changed its logo earlier year to incorporate the Union Flag, which the company claimed reflects its “British heritage”, which also chimes with its sponsorship of the talent programme.
On air and online creative to support the sponsorship will be developed by Virgin Media’s lead ad agency Bartle Bogle Hegarty.