Virgin Bet has revealed a landmark sponsorship agreement with TNT Sports, marking its debut in football partnerships by backing the broadcaster’s exclusive coverage of the UEFA Europa League and UEFA Europa Conference League for the 2025/26 campaign.

Running from September 2025 until May 2026, the collaboration will place Virgin Bet branding across TNT Sports’ linear programming, digital platforms, and nationwide out-of-home promotions, including pubs. The partnership highlights Virgin Bet’s strategic push into football after developing a strong footprint in horse racing and other UK sports initiatives.

Expanding Reach Through Football Coverage

The deal provides Virgin Bet visibility throughout TNT Sports’ coverage of European competitions, which includes all 342 Europa League and Conference League fixtures broadcast exclusively in the UK and Ireland. In total, TNT Sports delivers more than 700 live matches per season across its linear channels and discovery+, ensuring substantial exposure for the sportsbook.

The sponsorship was arranged with the support of media partners Bicycle London and Sky Media, who facilitated the agreement. The move also follows Virgin Bet’s other marketing projects, such as its tie-in with Absolute Radio’s Rock ‘N’ Roll Football and campaigns like Subs for Subs, a giveaway providing fans with free football subscriptions for the season.

Dominic Vye, Marketing Director at Virgin Bet, described the deal as a significant development for the company: “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.”

TNT Sports Welcomes New Partner

From the broadcaster’s side, the sponsorship strengthens TNT Sports’ positioning as a hub for European football. The network already holds exclusive rights to Europa and Conference League games in the UK and Ireland, and this partnership allows further investment in fan engagement.

According to Advanced Television, Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International at Warner Bros. Discovery, stated: “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.”

For Virgin Bet, the TNT Sports sponsorship underlines a broader strategy to integrate with headline sporting events and build stronger recognition with football audiences. The deal arrives alongside other efforts to appeal directly to fans, such as the A Grand Isn’t Grand competition with the Sport Social Podcast Network, which addressed rising season ticket costs.

By aligning with TNT Sports’ premium football programming, Virgin Bet secures consistent visibility in key spaces where fans engage, from live match broadcasts to pubs across the UK. The move represents not only its first substantial foray into football but also a clear signal of intent to keep growing its market presence through major sponsorships.

The new season of the UEFA Europa League begins on September 24, 2025, followed by the UEFA Europa Conference League starting on October 2, with both competitions set to run until May 2026.