Virgin Media has secured the first two advertising partners for its London Underground wireless broadband service, it has been reported.
Vehicle manufacturer Renault and online auction website eBay have signed up to promote their brands via the service, which launched in June.
Virgin Media aims to offer Wi-Fi services at 80 Tube stations by the start of the Olympic Games on July 27th, and 120 by the end of 2012.
When consumers connect to the internet via their mobile devices, they will receive splash page ads from Renault or eBay.
Mark Brandon, Commercial Director for Virgin Media, described the firms as "the perfect launch partners".
He said the companies will bring "relevant and engaging content" to the firm's new Wi-Fi platform.
"As we roll-out across London Underground and connect millions of journeys each day, we'll continue to evolve the service and make the most of a unique opportunity to reach a digitally savvy and invaluable audience of millions of Londoners," Mr Brandon added.