UPC Ireland have confirmed their plans to switch brands to Virgin Media in Ireland.

UPC are Ireland's leading 'connected entertainment provider' of digital TV, superfast broadband and phone services. In a statement issued today, they announced that they will move to the Virgin Media brand as a platform for further growth and enhanced delivery of customer experiences.

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

Virgin Media see the move as an opportunity for serious, positive developments at the company.

“Everyone at Liberty Global is immensely proud of what the team at UPC Ireland has achieved, particularly the significant growth the business has delivered,” Tom Mockridge, Virgin Media Chief Executive Officer, said. "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.”

The move has also captured the imagination of Virgin founder Richard Branson.

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

Launching the Virgin Media brand in Ireland will help the Company make further progress to meet the unique needs of its customers, the statement added. "As UPC, the Company has made a significant investment in its fibre-powered next generation network, which delivers the most innovative digital entertainment and communications services, including the fastest broadband in Ireland."

UPC Ireland confirmed that all of its operations, products and services will move to the new Virgin Media brand, with further details to be announced in due course.

UPC is owned by Liberty Global plc. As previously announced, UPC Ireland became part of Liberty Global’s UK subsidiary, Virgin Media, in December 2014. Liberty Global bought Virgin Media UK in 2013.

Liberty Global plc is the world’s largest international cable company. Together Virgin Media and Liberty Global serve 27 million customers across 14 countries.