Virgin Media Launches Premier Sports Rugby Channel for UK Pay TV Customers

LONDON – Virgin Media has scored a major try with the launch of Premier Sports Rugby, the UK’s first 24/7 dedicated rugby channel, now available to the broadband provider’s Pay TV subscribers.

Access to Top Rugby Competitions

The new channel, found on channel 553, gives rugby fans unprecedented access to premier competitions including:

• Investec Champions Cup

• EPCR Challenge Cup

• United Rugby Championship

• Select TOP14 matches

“As a lifelong rugby fan, having Premier Sports Rugby is a game-changer,” said Mark Thompson, 42, a Virgin Media customer in Bristol. “Now I can watch the biggest matches whenever I want without hunting around different channels and services.”

Subscription Required

While the channel is included in Virgin Media’s Pay TV lineup, customers must subscribe to the Premier Sports package for £15.99 per month to access the rugby-centric channel and Premier Sports’ other offerings covering football, ice hockey and more.

57% of Virgin Media’s 3.4 million TV customers already subscribe to Premier Sports, according to the company. The new rugby channel is expected to drive that figure even higher.

Global Rugby Coverage

Premier Sports Rugby will also showcase two live matches per round from Japan’s star-studded Rugby League One and top games from Major League Rugby in the United States.

“It’s brilliant that we’ll get to watch emerging rugby talent from around the world,” said Carys Phillips, 29, an avid rugby player and fan in Cardiff. “The more exposure, the better for growing the sport.”

Enhancing Sports Offerings

David Bouchier, Virgin Media O2’s Chief TV and Entertainment Officer, emphasized the company’s commitment to delivering for all sports fans:

“From football and rugby to hockey and motorsport, we’ve got sports fans covered.”

The launch of Premier Sports Rugby comes on the heels of Virgin Media O2 securing rights to FIFA Women’s World Cup and the men’s UEFA Champions League earlier this year.

Battling for Subscribers

With BT and Sky also vying for sports-hungry customers, Virgin Media’s latest move aims to differentiate its Pay TV packages and increase average revenue per user.

Virgin Media O2 reported a 3% increase in revenue to £2.7 billion for Q4 2024, crediting price hikes and upgraded TV offerings. The company hopes Premier Sports Rugby will prop up growth in 2025.

As the scrum for Pay TV subscribers intensifies, Virgin Media is betting big on rugby to convert new customers and retain its loyal fan base. With Premier Sports Rugby now in play, the game is on.