Virgin Media O2 has ditched M&C Saatchi Sport & Entertainment to appoint MSQ’s sports division as its lead sponsorship agency, reuniting the account with former M&C duo Steve Martin and Jamie Wynne-Morgan who only set up the MSQ business in June last year.
The appointment, which was made without a pitch, will see the MSQ Sports + Entertainment manage Virgin Media O2’s England rugby portfolio across the men’s and women’s teams. It will also handle Virgin Media Gamepad at the O2 and the sponsorship of English professional boxer Shannon Ryan.
Virgin Media O2’s director of partnership and sponsorship Gareth Griffiths said: “We’re delighted to resume our agency relationship with Jamie and Steve and build a new MSQ team supporting our brands and partnerships.
“2025 is set to be an incredibly exciting year for O2 and Virgin Media across sport, music, entertainment and gaming. We’ll continue to push innovation for our brands and create the very best experiences for our customers through our award-winning Priority platform.”
The account will be managed by an eight-strong team, led by Wynne-Morgan.
O2 head of sports sponsorship Marie Houlgate and Virgin Media head of gaming and sponsorship Diane Campbell will spearhead the account.
Wynne-Morgan said: “In the world of sponsorship, it doesn’t get much bigger than O2 and Virgin Media and we’re thrilled to be working with Gareth and his talented team again.
“Our dedicated, bespoke team will bring renewed energy and creativity to the account, ensuring these brands maintain their positions as icons of innovation and creativity in sponsorship.”
Related stories
MSQ drafts in M&C chiefs for data-driven sports agency
MSQ bolsters CX offering with major German acquisition
MSQ swoops for New York agency to double US presence
MSQ hands advisory role to global ‘guru’ Prof Matyka
Another one bites the dust: MBAstack is now The Gate
