ITV complains about BBC sponsorship deals

ITV chairman Michael Grade is complaining to the BBC about sponsorship of its Sports Personality of the Year event.

He has also written to director general Mark Thompson about a series of other commercial contracts he says constitute "advertising by the back door", according to reports.

Britvic's deal for the December sports awards show - reportedly worth £200,000 - saw the Robinsons drink brand displayed and mentioned by the presenter throughout the broadcast.

Grade is handling the issue himself and is also said to be writing to the BBC Trust with a formal complaint.

A source said: "Grade knows all the BBC’s sensitive pressure points. The commercial broadcasters have watched the BBC’s encroachment into their own traditional territory with growing unease. The Robinsons deal was a provocation too far."

However, the complaints are also relevant to upcoming negotiations for European Champions League coverage. The corporation will have to demonstrate sponsorship requirements do not conflict with its charter and regulations.

A BBC spokeswoman said: "All of the activities questioned by ITV in its letter breach neither the letter nor the spirit of the BBC’s guidelines."