Finally... A Sponsor Pulls Out !!!!

Carphone Warehouse has pulled its sponsorship of Celebrity Big Brother in the wake of the racism row that has engulfed the Channel 4 reality show.
The company's chief executive, Charles Dunstone, said the behaviour of some of the housemates was "entirely at odds" with its brand values, and said it had decided to act after watching last night's programme.

The sponsor took the decision to withdraw its name from the programme after complaints to Ofcom and Channel 4 about the show topped 30,000 and contestant Shilpa Shetty for the first time accused her fellow housemates of racism. 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. As a result we feel that as long as this continues we are unable to associate our brand with the programme.

"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. Accordingly we have instructed Channel 4 to remove our sponsorship name and branding with immediate effect."

Source