Virgin Media Takes Over Yamaha Sponsorship

Newly created media company Virgin Media has taken over the title sponsorship of
the Yamaha British Superbike team from its Virgin Mobile brand for the 2007
season.

The six-figure sponsorship deal continues a seven-year relationship with
Virgin Mobile and Yamaha, with the sponsorship now coming under the new
entertainment and communications company.

The Virgin Mobile Cup will also get a makeover, relaunching as the Virgin
Media Cup. The championship is open to young talent from the UK, with each of
the 27 riders, aged between 16-25, competing for the first prize of a place in
the Virgin Media Supersport team in 2008.

Virgin will also continue to produce the TV show, ‘Natural Born Racers’, due
to air on Channel Five towards the end of the year. The show follows the trials
and tribulations of the riders in the Virgin Media Cup.

Virgin Media is currently embroiled in a row over carriage rights for Sky’s
basic channel package and has threatened to take its rival broadcaster to court
should the issue not be resolved.

Sky Sports holds the live TV rights to the British Superbikes Championships.