Peter Crouch up front as BT Sport joins Virgin Media line-up

Virgin Media is celebrating its latest summer signing, BT Sport, with a new ad campaign fronted by Peter Crouch. The ads reunite Peter with his former gaffer, Harry Redknapp, who provides the voiceover.

The fully integrated marketing campaign spans TV, print and online and sees Peter signing to a fictional football squad, albeit no more than a pub team made up of slightly tubby middle-aged men, with the strapline Make sure you start the season with the right team .

Richard Larcombe, director of advertising and sponsorship at Virgin Media, said: Peter joins our winning team of sporting superstars, Usain Bolt and Mo Farah, as BT Sport kicks off the action on Virgin TV. By signing to Virgin Media this season, our customers can enjoy every minute of the Barclays Premier League action, Aviva Premiership rugby and a whole world of sport from both BT Sport and Sky Sports.

With the majority of our pay-TV customers watching BT Sport for no extra cost - Virgin Media customers are onto a winner.

Peter Crouch, Stoke City striker, said: As a football fan, I know how important it is for supporters to have access to all the big games throughout the season and I'm looking forward to watching as much as possible with Virgin Media. I always enjoy taking on the big players and, with Virgin Media, it looks like well be head and shoulders above the rest.

The photo shoot was great fun and I can't wait to see the result on billboards around the country.

The campaign was created by BBH with media planning handled by Fifty6.

BT Sport is available at no extra cost to millions of sports fans in Virgin XL TV homes. Other customers are able to either upgrade to Virgin XL TV, with over 200 fantastic channels or, for £15 a month, add BT Sport BT Sport 1, 2 and ESPN and all HD variants to their existing TV package.

Virgin Media's TV customers can watch all 154 English Premier League matches through BT Sport and Virgin Media's existing Sky Sports packages, which include Sky Sports 1, 2 (currently Sky Sports Ashes), 3, 4, Sky Sports 1 and 2 in HD, Sky Sports F1 and Sky Sports News. All Virgin Media pay-TV subscribers can enjoy the British Eurosport and Sky Sports News channels as part of their TV package.

To sign up to sports on Virgin Media visit www.virginmedia.com/sport today.

LINK:	http://about.virginmedia.com/press-release/9395/peter-crouch-up-front-...
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