UPC Ireland to rebrand as Virgin Media

Liberty Global-owned UPC Ireland has confirmed plans to adopt the Virgin Media brand, in a move that the head of Irish operator described as  “a big investment in our business and our future.”

Commenting on the rebrand, UPC Ireland CEO, Magnus Ternsjö, said “the Virgin brand is famous for its entrepreneurial spirit in delivering more for customers” and that the renamed UPC Ireland plans to build “even further on all our innovation and achievements to date.”

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.”

The move comes after Liberty Global bought UK operator Virgin Media in 2013, with UPC Ireland becoming part of the Virgin Media UK subsidiary in December 2014.

Virgin Media CEO Tom Mockridge described the rebrand as a “step change” for UPC Ireland. “We have some exciting plans in the pipeline to step up competition for consumers which we will announce in due course,” he said.

Virgin Group founder Richard Branson said: “We are delighted to bring the Virgin Media brand to Ireland.

“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.”