Virgin Media appoints head of sport

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here