Bauer has renewed its partnership with Virgin Bet for a fourth year, with the sponsorship of Rock and Roll Football on Absolute Radio throughout the 2025/26 season.
The campaign kicks off with a new ‘Subs for Subs’ promotion, giving five listeners and their nominated friends the chance to have all their TV sports subscriptions paid for across the year.
For the first time, the collaboration goes beyond Absolute Radio into a multi-channel campaign.
On Greatest Hits Radio, Virgin Bet will sponsor GHR Sports News for six months, marking the station’s first-ever sponsorship of its sports news output.
Virgin Bet will be the official sponsor of the Sports News segment with sports presenter Matt Williams during Simon Mayo’s Drivetime show.
The campaign also includes Illuminate, Bauer’s data-led advertising platform, delivering targeted branded content and digital display activity.
Additional editorial support will come from Bauer’s golf media brand Today’s Golfer, while the sponsorship of Rock and Roll Football will continue to feature live, reactive moments and interactive content on-air.
Simon Kilby, Managing Director of Bauer Advertising, said: “As the nation is gripped by football fever at the start of the new season, it’s fantastic to see the continuation and expansion of this campaign.
“This partnership delivers a strategic, creatively integrated solution that reflects our unique ability to create impact by bringing together multiple Bauer brands and platforms.”
Dominic Vye, Marketing Director at Virgin Bet, added: “We’re thrilled to continue our partnership with Bauer Media into a fourth season.
“This year’s multi-channel strategy – from GHR Sports News sponsorship to print and digital activations – gives us the opportunity to reach new audiences alongside our core Absolute Radio activity.”