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Virgin Bet is making a big move into football sponsorship in the UK and Ireland, teaming up with TNT Sports for the 2025/26 season to become the official sponsor of exclusive UEFA Europa League and UEFA Conference League coverage.
Good to know
Dominic Vye, Marketing Director at Virgin Bet, explained the importance of the partnership:
“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.”
He added that the partnership represents “an exciting step forward for the brand and a big part of our plans to keep growing in the UK.”
TNT Sports remains a powerhouse in UK football broadcasting, showing more than 700 live matches each season across competitions. That includes every single UEFA Europa League and Conference League game—342 fixtures in total—broadcast exclusively on TNT Sports’ linear channels and discovery+, which continues to grow as one of the country’s most popular streaming platforms.
Mike Rich, Group SVP Ad-Sales and Brand Partnerships at Warner Bros. Discovery, welcomed the collaboration:
“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.”
The deal gives Virgin Bet a central role during high-profile European football nights, with branding extending from live TV to editorial programming, digital platforms, and pub-based OOH screens. By stepping into football sponsorship, Virgin Bet strengthens its broader UK sports strategy and positions itself as a familiar name for football audiences across the country.
Already established in horse racing, the operator is now expanding its reach to European football fans who follow both live broadcasts and streaming via discovery+.
The sponsorship agreement was brokered by media agency Bicycle London and Sky Media.
The 2025/26 UEFA Europa League and UEFA Conference League seasons kick off this week, with live coverage available only on TNT Sports and discovery+. Virgin Bet’s presence will be felt across every stage of the tournament, from group matches through to the finals in May 2026.