• Marketing Week , Tuesday, April 10, 2012 10:15 AM

The Virgin Media logo will appear on the jumpsuits of the British Army freefall team the Red Devils. It will also be on the team’s website.

Virgin Media is currently exploring ways to capitalize on the partnership, which could include fly-overs at big events such as the V Festival. Last year, when Virgin Media updated its logo, the company said 2012 was the best time for it to showcase its “pride and excitement” about what it means to be British.

Jeff Dodds, executive director of brand and marketing at Virgin Media, said there are some brands -- like Virgin -- that have the “right” to tap into ‘brand Britain’ and others that don’t.

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