Telecoms provider BT has announced that for the first time it will be backing a major music festival this summer.
It stated that it hoped the Isle of Wight festival deal would allow it to promote its Broadband, Voice and Vision products extensively across the 250-acre site, adding that it marked the company's arrival as a strong player in the multimedia entertainment industry.
BT will also be holding competitions and events, as well as hosting an official chill-out zone for revellers looking to relax.
Gavin Patterson, group managing director for consumer services, said: "This is a proud first for BT. Being associated with an event like this reflects how BT has transformed as a business and has become an established player in the world of multimedia entertainment."
The Isle of Wight Festival is one of the biggest music events of the year, featuring headline acts including The Kaiser Chiefs, Sex Pistols, The Police and Lily Allen.
In a similarly high-profile move, Virgin Media has recently announced that it will call on the services of Samuel L Jackson to lead its new TV advertising campaign.
The broadband provider said in a statement that it was extremely excited to be working with an actor with such far-reaching appeal.