Virgin Media has been announced as the latest partner of the Glasgow 2014 Commonwealth Games.
Sir Richard Branson's company joins Dell, AG Barr, Trespass and others as an official sponsor of the event next July.
Track heroes Mo Farah and Usain Bolt have previously appeared in advertising campaigns for Virgin Media, which will act as "presenting partner" of athletics at the Glasgow games.
Chief marketing officer Jeff Dodds said: "Glasgow 2014 will bring together the greatest athletes from across the Commonwealth for one of the biggest sporting events ever to take place in Scotland.
"With our home nation heroes and international superstars, we're getting behind Glasgow and can't wait to build on an amazing track record of success."
Virgin Media employs around 800 staff in Bellshill, North Lanarkshire.
Lord Smith of Kelvin, chairman of Glasgow 2014, said: "We are delighted to welcome Virgin Media into the Glasgow 2014 sponsor family and we are hugely excited to be working with such a fantastic partner.
"Virgin Media is a highly-regarded company and has such a strong presence here in Scotland."
Olympic 5,000 and 10,000 metre champion Farah said: "I love competing on home turf and I hope to run in Glasgow in 2014.
"The Scottish crowd are always very passionate about athletics. Having Virgin Media's continued support both personally, and as a sponsor of the Commonwealth Games, is a big boost to athletics."
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