The BBC has taken down a controversial website detailing sponsorship opportunities around events like the Proms, Children in Need and Sports Personality of the Year that has sparked furious complaints from commercial rivals.

ITV and the trade body that represents commercial radio groups have both submitted formal complaints about the website, although the BBC has insisted that taking money from companies in order to help stage events is allowed under its charter and editorial guidelines.

Today the BBC took down a website for its Sponsorship & Marketing Partnerships division that detailed more than a dozen opportunities relating to programmes including Children in Need, Young Musician of the Year and the Radio 2 Folk Awards.

A BBC spokeswoman said: "We are reviewing the contents of bbceventsponsorship.com, and we will be restoring the site next week."

The website boasted that sponsorship of the BBC Music Intro scheme included branding on all tickets and marketing materials and "two Blue Peter pre-Prom workshops".

A sponsorship package for Children in Need offered "product and licensing opportunities", the "opportunity to showcase your brand within editorial content to mass audience on radio, on TV and online" and "PR opportunities and ability to 'soften' brand".

The row was sparked by the BBC's estimated £200,000 deal with Robinsons, a division of the soft drinks firm Britvic, to sponsor the Sports Personality of the Year show for the first time at the end of last year.

The BBC has argued that the money allowed it to hugely expand the event, moving it to Birmingham and allowing 8,000 ticket holders to attend without impacting on licence fee payers.

It will argue the exposure granted was no greater than that afforded to sponsors of other external events covered by the BBC, such as the FA Cup.

But critics point out the event was also held there a year earlier without the involvement of Robinsons and that it risks undermining the sponsorship market because the value of the deal was below the market rate.

BBC insiders believe the vocal complaints should be seen in the context of the bitter battle to cover the Champions League for the three seasons from 2009.

The corporation, desperate to grab live rights to top flight football after losing the FA Cup and England games to ITV and Setanta, is challenging the existing rights holders ITV and BSkyB for the rights to the tournament, which are expected to fetch up to £400m.

Uefa is expected to retain the current model of splitting the rights between a pay TV operator and a free to air one.

Sky and ITV pay £83m a year under the current deal, but this is expected to rise sharply. Five and Setanta are also expected to have submitted bid by the time the first round closes on Wednesday.

ITV has complained that the corporation is using the licence fee to bid against another free to air broadcaster and will have to pay more to compensate sponsors that are guaranteed exposure by Uefa.

An ITV spokesman confirmed that Rupert Howell, ITV's brand and commercial managing director, had complained to the BBC's Editorial Complaints Unit and its Fair Trading board and said it would appeal to the BBC Trust if it was not satisfied with the response.

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