Dreams to sponsor Celebrity Big Brother

LONDON - Channel 4 has signed up Dreams, the bed specialist, as the sponsor of Celebrity Big Brother 6 after a controversial 2007 series led to Carphone Warehouse dropping its sponsorship of the show.

Dreams will sponsor the programme on Channel 4, E4 spin-off shows Big Brother's Big Mouth and Big Brother's Little Brother, the Big Brother site on Channel 4.com, as well as licensing to use the Celebrity Big Brother Eye in store and in media promotions. The sponsorship does not extend to forthcoming Big Brother series.

The deal comes late in the day for the broadcaster, as Celebrity Big Brother 6 launches on 2 January. Channel 4 is understood to have approached Heat magazine and 118 118 as potential sponsors.

Virgin Media stepped in to sponsor the main show in 2007 after Carphone Warehouse pulled out over the Shilpa Shetty racism row in Celebrity Big Brother. Channel 4 ran a new version called Big Brother Celebrity Hijack on E4 last year.

Rumours are already circulating that celebrities in the house could include Amy Winehouse's husband Blake Fielder-Civil and footballer Ian Wright

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