Carphone Warehouse first pulled their sponsorship from Channel 4’s flagship reality show during the fiasco that was Celebrity Big Brother 2007. In an announcement today, Carphone Warehouse have revealed that they have decided not to continue with their £3 million a year sponsorship of Big Brother.

In a statement the company said: “We have concluded that the huge publicity around the show and our involvement within that means that now is the time for us to look for an alternative.”

Channel 4 have taken a serious hit to the pocket with this latest revelation. I bet they tighten up their procedures on the show now….they can’t afford for this to happen twice!