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 £3 million-a-year deal is a blow to Channel 4.
The mobile phones firm temporarily suspended its sponsorship of Celebrity Big Brother over the allegations of racist bullying.
advertisementIn 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."
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article