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Virgin Media takes over Yamaha sponsorship- 19 Mar 2007 00:00:00

Newly created media company Virgin Media has taken over the title sponsorship of the Yamaha British Superbike team from its Virgin Mobile brand for the 2007 season.

The six-figure sponsorship deal continues a seven-year relationship with Virgin Mobile and Yamaha, with the sponsorship now coming under the new entertainment and communications company.

The Virgin Mobile Cup will also get a makeover, relaunching as the Virgin Media Cup. The championship is open to young talent from the UK, with each of the 27 riders, aged between 16-25, competing for the first prize of a place in the Virgin Media Supersport team in 2008.

Virgin will also continue to produce the TV show, 'Natural Born Racers', due to air on Channel Five towards the end of the year. The show follows the trials and tribulations of the riders in the Virgin Media Cup.

Virgin Media is currently embroiled in a row over carriage rights for Sky's basic channel package and has threatened to take its rival broadcaster to court should the issue not be resolved.

Sky Sports holds the live TV rights to the British Superbikes Championships.

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