bbspy

BT-owned telecoms provider Plusnet has announced that it will sponsor Channel 5′s second series of Celebrity Big Brother.

The Yorkshire-based company has signed a six-figure deal, covering online activity on the official site, Facebook app and mobile apps as well as television broadcasts. Their idents will be created by ad agency Karmarama.

Nick Rawlings, Plusnet’s commercial director, commented: “We’re delighted to be kicking-off 2012 with such a cracking TV sponsorship, bringing our brand to a whole new audience.”

Agostino Di Falco, partnerships director at Channel 5, added: “Celebrity Big Brother’ will reach more young adults than any other programme in January. The show kick starts Channel 5′s year, and it’s great to see Maxus and BT thinking along the same lines in developing this partnership.”

Former BT mobile telecoms brands BT Cellnet and O2 previously sponsored Big Brother between 2001 and 2003. Plusnet replaces Freederm, which had been associated with the show since June 2010.