Carphone Warehouse Suspends Celeb Big Bro Sponsorship

The Carphone Warehouse has pulled out of its sponsorship of the latest series of Celebrity Big Brother, apparently unhappy with the furore surrounding alleged racism and bullying.

The Carphone Warehouse began its sponsorship of Big Brother two years ago with its TalkTalk brand before moving the sponsorship to its main brand last year.

Complaints about the show are said to have topped 30,000, with Shilpa Shetty, focus of the abuse on the show, appearing to accuse fellow housemates of racism.

Reports yesterday said that The Carphone Warehouse was preparing to pull out of its sponsorship of the show as it was unhappy with the current controversy (see Big Brother Racism Complaints Reach An Estimated 20,000).

Charles Dunstone, chief executive of The Carphone Warehouse, said that the company felt that it had to act after witnessing the events of last night’s programme (see Big Brother Bullying Boosts Viewing Figures).

Dunstone said: “Our concern has rapidly mounted about the broadcast behaviour of individuals within the Big Brother house. We are totally against all forms of racism and bullying and indeed this behaviour is entirely at odds with the brand values of The Carphone Warehouse.

“We had already made it clear to Channel 4 that were this to continue, we would have to consider our position. Nothing we saw last night gave us any comfort.”

Channel Four: 020 7396 4444 www.channel4.com