Plusnet has become the latest broadband provider to announce a reality TV sponsorship deal.
Just days after Virgin Media was named as the new backer of Britain's Got Talent, Plusnet has announced a new association with Celebrity Big Brother.
The Yorkshire-based broadband provider will sponsor the second series of Channel 5's revamped reality show when it gets underway on January 5th.
Plusnet Broadband and Home Phone credits will appear on Celebrity Big Brother, and CBB's Bit On The Side, while additional branding will be available to Facebook, iPad and mobile users.
The launch night of 2011 Celebrity Big Brother was Channel 5's highest-rating show of 2011 with audiences peaking at 5.6 million.
Nick Rawlings, Commercial Director at Plusnet, said the firm was "delighted" to be kicking-off 2012 with such a cracking TV sponsorship.
The deal will bring the Plusnet brand to "a whole new audience", he claimed.
Agostino Di Falco, Partnerships Director at Channel 5, added: "It's great to be kicking-off the year, with support for our highest rating show with the support of Plusnet."