Virgin Bet, the online sports betting brand operated by Livescore Group, has secured a major new broadcast partnership with TNT Sports. The deal will see the
Virgin Bet, the online sports betting brand operated by Livescore Group, has secured a major new broadcast partnership with TNT Sports. The deal will see the operator’s branding become a prominent feature across all of the broadcaster’s UK and Ireland coverage of the UEFA Europa League and UEFA Conference League for the upcoming season.
The agreement gives Virgin Bet high-visibility placements during live matches, in editorial programming, and across TNT Sports’ digital and out-of-home advertising. “ 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,” said Dominic Vye, Marketing Director of Virgin Bet.
The move represents a significant strategic shift for Virgin Bet. While the brand has an existing presence in football through its sponsorship of Absolute Radio’s weekend coverage, its major marketing investments to date have been heavily focused on horse racing, including title partnerships for major events at Cheltenham and Ayr.
This new, high-profile deal with TNT Sports signals a clear ambition to increase its market share among the UK’s massive and highly engaged football audience.
Virgin Bet’s investment in a broadcast partnership is a shrewd move that reflects the rapidly changing landscape for gambling advertising in UK football. This deal comes as the industry is adapting to a major regulatory shift.
This deal, alongside TNT Sports’ separate agreement with BoyleSports to sponsor its Premier League coverage, highlights a clear trend. As one major marketing channel (shirt sponsorship) is phased out, operators are strategically reallocating their significant marketing budgets to other powerful and compliant assets like broadcast sponsorships. The battleground for visibility in UK football is clearly shifting from the players’ chests to the television screen, and Virgin Bet has just secured a major piece of that new territory.
