Virgin have pulled out of their sponsorship deal for Celebrity Big Brother and Big Brother 2009.

In a statement yesterday Virgin bosses claimed the decision had followed “a shift in emphasis in their marketing plans”.

Ashley Stockwell of Virgin Media said: “Big Brother without doubt rules the world of reality TV shows and our sponsorship has been a fantastic success.”

BB bosses are now left with only two months to find a sponsor to fill the gaping £3 million slot that Virgin have left behind.