UPC is to rebrand as ‘Virgin Media’ in the Republic of Ireland.
The move is expected to happen in the coming weeks as the company prepares the launch of a new mobile phone operator.
The rebranding will affect all of UPC’s operations, including television, broadband and telephone services.
“Introducing the Virgin Media brand to Ireland is a big investment in our business and our future,” said Magnus Ternsjo, chief executive of UPC Ireland.
“In almost every corner of the world, the Virgin brand is famous for its entrepreneurial spirit in delivering more for customers, which is exactly what we’re going to do by building even further on all our innovation and achievements to date.”
UPC is owned by US firm Liberty Global, which also owns Virgin Media.
Virgin Media and Liberty Global have 27m customers across 14 countries.
Liberty Global recently acquired TV3 in Ireland. "We are delighted to bring the Virgin Media brand to Ireland,” said Richard Branson, founder of Virgin Group. “We are proud of the way it has revolutionised the UK market, improving customer service, increasing speeds and bringing more choice to our customers. Building on the strong platform in Ireland, I know we will do great things together with Liberty Global and shake up the Irish market even further."
A spokesman for UPC Ireland confirmed that all operations, products and services will move to the new Virgin Media brand with further details to be announced in due course.
© Belfast Telegraph