Virgin Bet has entered the football sponsorship arena with a landmark deal, partnering with TNT Sports for the 2025/26 UEFA Europa League and UEFA Conference League. Running from September 2025 to May 2026, the agreement provides Virgin Bet with unprecedented nationwide visibility across multiple platforms and brings the sportsbook brand closer to football fans across the UK and Ireland.
Broad Exposure Across Platforms
The sponsorship ensures Virgin Bet branding will feature throughout TNT Sports’ linear broadcasts, digital coverage, and out-of-home platforms, including pubs nationwide. TNT Sports holds the exclusive UK and Ireland rights to the Europa League and Conference League, broadcasting all 342 matches live each season, alongside more than 700 matches across all competitions. The addition of coverage on discovery+, the UK’s fastest-growing streaming platform, further strengthens the reach of this partnership.
A Milestone in Virgin Bet’s Strategy
This marks Virgin Bet’s first significant step into football sponsorship, following its established presence in UK horse racing and media activations such as the Absolute Radio “Rock ’N’ Roll Football” partnership. Virgin Bet has also engaged fans with creative campaigns like “Subs for Subs” and “A Grand Isn’t Grand,” initiatives aimed at deepening connections with football supporters by offering tangible benefits and tackling rising matchday costs.
Industry Voices on the Partnership
Dominic Vye, Marketing Director at Virgin Bet, described the partnership as a “platform to put Virgin Bet in front of football fans during some of the biggest nights in European football.” He emphasized the importance of aligning with TNT Sports to deliver both brand visibility and meaningful connections with audiences.
Mike Rich, Group SVP Ad-Sales and Brand Partnerships at Warner Bros. Discovery, echoed this sentiment, stating: “We’re thrilled to welcome Virgin Bet as a sponsor of our exclusive UEFA Europa and Conference League coverage. Partnerships such as this enable us to enhance the storytelling experience for fans and deliver even greater value to viewers.”
Deal Facilitation and Strategic Outlook
The partnership was brokered by Bicycle London and Sky Media, underlining the growing role of media agencies in bridging operators with premium broadcast platforms. For Virgin Bet, this agreement represents a cornerstone in its broader UK sports sponsorship strategy, cementing its ambition to be present at the heart of major sporting events and reinforcing its brand identity in one of the most competitive iGaming markets.
Sources: Gambling Insider, European Gaming
