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Volume 6 No. 214
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Virgin Media Signs Sprinter Christine Ohuruogu To Be Part Of Ad Campaign

Virgin Media "has signed world champion sprinter Christine Ohuruogu to join Mo Farah and Usain Bolt in its advertising campaign as part of the marketing battle for broadband customers with rivals including BSkyB and BT," according to Mark Sweney of the London GUARDIAN. The pay-TV and broadband operator "is understood to have signed a six-figure sponsorship deal with Ohuruogu, which will run until the end of next year, in the wake of her stunning on-the-line win in the 400m at the World Athletics Championships in Moscow last week." Virgin Media "is expected to use the athletes in a major campaign to promote its high-speed broadband services in support of the company's sponsorship of the Glasgow 2014 Commonwealth Games." Virgin Media's deal with the Glasgow Commonwealth Games, which includes being the presenting partner of athletics, "is the company's first foray into sports sponsorship" (GUARDIAN, 8/22).