Virgin Media to sponsor Britain's Got Talent

Virgin Media has agreed a deal with ITV, Fremantle Media and Syco TV to become the primary media partner for Britain's Got Talent.

The cable operator will become the official sponsor of the new series of Britain's Got Talent when it launches in spring 2012, along with America's Got Talent when it returns to ITV2.

Virgin Media's branding will appear on the official Britain's Got Talent website, mobile apps and a host of off-air licensing initiatives.

Virgin Media follows Moneysupermarket.com, who sponsored this year's Britain's Got Talent. The 2011 final attracted a peak audience of 15.2 million viewers for Jai McDowall's victory.

"We're extremely proud of all the fantastic things happening in the UK in 2012 and are teaming up with one of the nation's favourite shows to celebrate great British talent," said Nigel Gilbert, chief marketing officer at Virgin Media.

"Britain's Got Talent is at the heart of primetime entertainment and we'll make the most of our partnership to bring the experience even closer to Virgin Media customers and to TV fans everywhere."

ITV commercial sales director Simon Daglish said: "Britain's Got Talent is one of the shining lights of the ITV schedule and remains one of the most talked about shows on British television.

"The team worked closely with Virgin Media to really understand their marketing needs and have delivered a fully integrated partnership, with deeper brand activation than ever before across multiple platforms."

Syco chief operating officer Charles Garland added: "Britain's Got Talent is one of the most anticipated shows of 2012, the year in which the nation will also be celebrating the best of Britain with the Olympics and the Jubilee.

"I'm delighted that we are joining forces with Virgin Media who are our ideal partners to activate our content across multi platforms. This will enable viewers to have more engagement and to ensure Britain's Got Talent remains the most talked about experience of the year."

On-air and online creative for Virgin Media's sponsorship will be produced by Bartle Bogle Hegarty.