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The advertisers - which also include card giant Hallmark, via a deal brokered by digital agency Quantum New Media - will be able to use a mix of executions, including branding on specific sections of the web site and general online campaigns.

Bacardi will endorse the online section for the diary room of the Big Brother house, where participants go to speak one-on-one with the programme's makers. Its deal was struck by communications agency Subway 10. Nintendo's deal was handled by media specialist Starcom Motive.

Internet ad deals for Smarties and Ford Fiesta were both negotiated by online media company m digital. They will use formats such as banners, buttons, pop-ups and Eyeblaster ads.

"Big Brother has been a huge hit, but it is the success of the web and iTV elements that make it such a good fit for advertisers,

said a spokesman for Channel4.com. "It will be the UK's top destination web site during the programme."

Mobile communications giant O2 has signed what is understood to be a £3.4 million deal to be the exclusive official cross-media sponsor of the show.

The deal spans TV, the internet and mobile phone services associated with Big Brother 3.