The show runs from the end of May for nine weeks, with the O2 deal spanning television, the internet and mobile phone services associated with 'Big Brother' on Channel 4 and sister entertainment channel E4.
O2 is paying an undisclosed up-front sponsorship fee and mobile service income will be split between O2, Channel 4 and 'Big Brother' production company Endemol.
Users of any UK mobile network will be able to participate in eviction voting for the first time, at a cost of around 25 pence per text message.
Other mobile services will include text alerts on exclusive news and gossip, ringtones, logos, voicemail greetings and games such as text-based Virtual Housemate.
A 'Big Brother' website, accessible within www.o2.co.uk and independently, and a WAP site will allow users to access chat forums and exclusive content.
"We sponsored the last series of 'Big Brother', but this year we have so many more interactive products and services that we are going to offer to consumers," said Laurence Alexander, chief executive of O2 Online. "This is another major interactive sponsorship for us following on from our deal with Arsenal."
O2 is also launching a 'Big Brother' voucher, offering personalisation of products such as ringtones, logos and text alerts, with extras such as a psychologist's viewpoint, for £4.99 for a month's coverage. It will be available from high-street retailers, including Dixons and Phones4u.
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