Virgin Media is continuing its assault against BSkyB by offering its TV customers free access to the Setanta Sports channels over the weekend. The cable company believes the clash between Manchester United and Sunderland will be a draw for customers.
The match sees former United player Roy Keane return with Sunderland to face Alex Ferguson for the first time as manager. The two famously fell out leading Keane to quitting United.
Virgin Media TV customers will also have access to Setanta Sports 1, 2 and Setanta Golf all day Saturday and Sunday. Customers of its medium and large packages would usually pay £8 a month for access to the Setanta bundle of channels.
Setanta won the rights to show a third of televised live games from this season following a European ruling that Sky, which previously held the exclusive rights for the duration of the Premiership, could not be the only provider.
Virgin Media teamed with Setanta ahead of the start of the new season to offer its XL TV pack customers free subscription to the Setanta channels. Setanta is also available on Freeview and Sky. Sky Sports is also offered as a cable subscription package.