Virgin Media has been announced as the new sponsor of ITV reality TV show Britain's Got Talent (BGT).
The broadband provider has signed a multi-million pound deal which will enable it to advertise on the show, official website, BGT mobile services and at related promotional events.
Virgin Media will also sponsor the US version of the show, which gives citizens the opportunity to show off their unique skills on national television.
The firm has steered clear of TV sponsorship since its relationship with Big Brother came to an end in 2007.
However, other broadband providers - such as TalkTalk, which sponsors ITV's The X Factor - have recently aligned themselves with popular programmes.
Virgin Media's Chief Marketing Officer Nigel Gilbert commented: "Britain's Got Talent is at the heart of prime-time entertainment and we'll make the most of our partnership."