Carphone Warehouse has ended its sponsorship of Big Brother in the wake of the Jade Goody racism row, the company announced today.
The termination of the £3m (€4.4m)-a-year deal is a blow to Channel 4.
The mobile-phone firm temporarily suspended its sponsorship of Celebrity Big Brother over the allegations of racist bullying.
In a statement today, the company said: “We constantly review our sponsorship relationships and feel that, having suspended the sponsorship during this year’s Celebrity Big Brother, now is a good time to look at the partnership again.
“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.”