Virgin Bet kicks off major football sponsorship

A sports betting company is making a big move into football.

Virgin Bet has partnered with TNT Sports to sponsor its UEFA Europa League and UEFA Conference League coverage for the 2025/26 season. 

The sponsorship will feature across TNT Sports’ linear broadcasts, digital platforms and nationwide out-of-home advertising, including pubs, bringing the brand closer to fans wherever they watch.

Bosses say the deal marks Virgin Bet’s first major foray into football as part of a wider UK sports sponsorship strategy. 

They add that TNT Sports, which broadcasts all 342 UEFA Europa and Conference League matches exclusively live, offers the perfect platform for visibility. 

Dominic Vye, marketing director at Virgin Bet, said: “As one of the UK’s fastest-growing sportsbooks, Virgin Bet is always looking to connect with fans in meaningful ways.

“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 senior vice president ad-sales and brand partnerships, UK & Ireland and International at Warner Bros. Discovery, added: “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.”

The partnership was brokered by media agency Bicycle London and Sky Media, who facilitated the deal between the two brands.

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