British telecommunications giant BT has come on board this year's June 13-15 Isle of Wight Festival as primary sponsor.

The Police, Kaiser Chiefs, Sex Pistols and KT Tunstall are among the headliners booked to play the event, which will take place under the banner Isle of Wight Festival in association with BT.

Through the deal, struck with organizers SOLO, BT will promote its involvement across its Voice, Broadband and Vision products, and exploit its branding on the 250-acre festival at Seaclose Park, Newport. BT will also lend its name to promotional tie-ins, and will offer a limited number of tickets to the sold-out event.

"This is a proud first for BT," comments Gavin Patterson, BT's group managing director for consumer, in a statement. "Being associated with an event like this reflects how BT has transformed as a business and has become an established player in the world of multi-media entertainment with new services like our next-generation TV service BT Vision."

Festival organizer John Giddings added, "we are very excited to form a partnership with one of the world's leading brands. Their involvement will benefit the audience experience in a number of ways yet to be revealed."

The Isle of Wight festival was originally launched in 1970, attracting an estimated 600,000 visitors. Since the event was revived in 2002, attendance has been on a more manageable scale, rising from 10,000 in 2002 to 50,000 this year.