Virgin Media signs Mo Farah

Virgin Media has moved quickly to exploit Mo Farah’s popularity by signing up the double Olympic gold medal winning star to appear in advertisements for its broadband service.

Ads starring the 5,000 and 10,000m champion trumpet what the media company claims is its doubling of broadband speeds, a reference to Farah’s double medal success.

The value of the deal was undisclosed but reports have suggested the deal could be worth up to £500,000.

The long distance runner follows Usain Bolt in appearing in Virgin ad’s “dressed” as founder Sir Richard Branson. Bolt wore a fake blonde goatee beard in ads pushing the speed of their service earlier this year.

Bolt will continue to appear in ads, according to a spokeswoman for Virgin.

The Virgin deal is likely to be one of several Farrah signs this year to exploit his popularity in the wake of the Olympic Games. Sponsorship experts predict he and other successful members of Team GB will net millions from sponsors.

Ads were created by BBH.

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