Customer of digital entertainment and communications services from UPC Ireland will see a change to their products' branding soon, with the company confirming today that it will move to the Virgin Media brand.

Magnus Ternsjö, CEO of UPC Ireland, said: "Introducing the Virgin Media brand to Ireland is a big investment in our business and our future.  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."

Tom Mockridge, Virgin Media Chief Executive Officer, said: "Everyone at Liberty Global is immensely proud of what the team at UPC Ireland has achieved, particularly the significant growth the business has delivered. Now, it’s time for a step-change. We have some exciting plans in the pipeline to boost competition for consumers which we will announce in due course."

Richard Branson , Virgin Group Founder, said: "We are delighted to bring the Virgin Media brand to Ireland. 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."

Sir Richard Branson, founder of Virgin

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.

No further information has been released as yet on how this will impact customer offerings and packages.

UPC's forthcoming mobile phone service for Ireland will also be under the Virgin brand.