Virgin Bet enters football with TNT Sports deal
Virgin Bet has become sponsor of TNT Sports’ coverage of the Europa League and Conference League in the UK for the 2025/26 season.
The sponsorship will run from September 2025 through May 2026 and will include Virgin Bet branding across TNT Sports’ live match coverage, editorial programming, digital platforms and out-of-home activity in pubs nationwide.
TNT Sports shows more than 700 live football matches each season, including all 342 UEFA Europa League and UEFA Conference League fixtures. Virgin Bet, which has previously invested in UK horse racing sponsorship, is using the agreement to establish its first major presence in football.
The deal was facilitated by Bicycle London and Sky Media. TNT Sports is part of Warner Bros. Discovery Sports Europe, with coverage available across major UK TV platforms and on streaming service discovery+.
Dominic Vye, Marketing Director, Virgin Bet, said, “Partnering with TNT Sports gives us an incredible platform to put Virgin Bet in front of football fans during some of the biggest nights in European football, while reinforcing our commitment to delivering a standout customer experience and an extensive product offering.
“It’s an exciting step forward for the brand and a big part of our plans to keep growing in the UK and delivering the best experience we can for our customers.”
Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International at Warner Bros. Discovery said, “We’re thrilled to welcome Virgin Bet as a sponsor of our exclusive UEFA Europa and Conference League coverage. Each season we deliver the most compelling and immersive football content to viewers in the UK and Ireland on TNT Sports and discovery+ as part of our mission to be right by the fans.
“Partnerships such as this enable us to enhance that storytelling experience even further and we look forward to working closely with Virgin Bet throughout what promises to be another exciting European campaign.”
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