Virgin Bet has announced a significant new sponsorship agreement with TNT Sports, becoming an official partner for the broadcaster’s exclusive coverage of the UEFA Europa League and UEFA Europa Conference League for the 2025/26 football season.
The deal represents the operator’s first major strategic move into football sponsorship, aiming to capture the attention of a highly engaged audience during prestigious European nights.
A Multi-Platform Sponsorship Across the UK and Ireland
The partnership, which will run from September 2025 until the finals in May 2026, will see Virgin Bet’s branding integrated across the full spectrum of TNT Sports’ media platforms. TNT Sports holds the exclusive UK and Ireland rights to broadcast all 342 live matches from the two competitions, providing a powerful and consistent platform for brand visibility.
The sponsorship will feature across TNT’s linear television channels, its digital streaming platform, and in pubs and clubs across the country, ensuring Virgin Bet reaches fans wherever they choose to watch the action unfold. This comprehensive coverage during pre-match, in-game, and post-match segments will firmly associate the Virgin Bet brand with the excitement of European football.
This agreement marks a pivotal moment in Virgin Bet’s marketing strategy as it expands its focus beyond its well-established presence in UK horse racing. By aligning with two of Europe’s premier club competitions, the operator is making a clear statement of intent to grow its market share within the highly competitive football betting landscape.
The partnership provides a season-long opportunity to build brand recognition and trust among a broad and passionate demographic of football supporters, positioning Virgin Bet alongside more established names in the field.
The TNT Sports deal complements Virgin Bet’s existing fan-focused initiatives. The operator has already sought to build a loyal customer base through creative campaigns like its ongoing partnership with Absolute Radio’s “Rock ‘N’ Roll Football,” the “Subs for Subs” subscription giveaway, and the “‘A Grand Isn’t Grand'” campaign, which aimed to offset the rising cost of season tickets. This new sponsorship amplifies that fan-centric message on a much larger scale, solidifying the brand’s commitment to the football community.
Dominic Vye, Marketing Director at Virgin Bet, highlighted the strategic value of the new agreement.
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.
Mike Rich, Group SVP of Ad-Sales and Brand Partnerships at Warner Bros. Discovery, the parent company of TNT Sports, welcomed the new sponsor.
We’re thrilled to welcome Virgin Bet as a sponsor of our exclusive UEFA Europa and Conference League coverage.
The partnership is a clear win-win, providing TNT Sports with a dedicated sponsor for its premium sports content while offering Virgin Bet a powerful platform to elevate its brand and connect with football fans across the UK and Ireland.
