Virgin Media has appointed Peter Lewinton as head of sport. He joins from 365 Media Group, where he was director of rights and video production.
Lewinton will be responsible for developing a broadband sports offering based initially around Premiership football.
He says: “The Virgin brand is vibrant, exciting and trusted and this, coupled with the technological edge provided by the Virgin Media broadband and cable operation, gives us the tools we need to build a unique and compelling sports offering.”
Meanwhile, Virgin Media has signed up as the title sponsor of the Yamaha British Superbike team. The deal continues the seven-year relationship between Virgin Mobile and Yamaha, with the sponsorship now coming under the wing of the new company, which has just rebranded from NTL.