Virgin Media could rebrand after buyout

Virgin Media may lose its name and rebrand if the sale to US private equity company Carlyle goes ahead.

Carlyle's offer, reported to be in the region of £11billion, could involve dropping the Virgin name according to a report in The Observer.

If the proposals included cutting ties with Richard Branson, who owns a 10% share in the company, it could pave the way for easing relations with BSkyB.

Virgin Media is involved in a bitter carriage dispute with the satellite broadcaster over the cost of carrying Sky's basic channels on the cable platform.

Carlyle is not thought to have decided whether to drop the Virgin name, as the plans would involve overcoming legal issues, such as an existing licensing agreement with Virgin. Branson also owns rights to the Virgin name and is one of Virgin Media's largest shareholders.

Elsewhere, Virgin Media has this week completed a deal to show Coca-Cola Football League matches on Virgin Media’s broadband and mobile platforms.

The agreement will run for two seasons and begins in time for the start of the new Coca-Cola Championship, League 1 and League 2 season on August 11. Highlights of Football League matches will be available to watch on-demand for up to one week after transmission.