Virgin Media O2 (VMO2) has appointed MSQ Sports & Entertainment as its new lead partner and sponsorship agency, replacing M&C Saatchi Sport & Entertainment.

The agency will manage Virgin Media O2’s England rugby sponsorship across both the men’s and women’s teams, as well as oversee Virgin Media Gamepad at the O2 and the sponsorship of English professional boxer Shannon Ryan.

Gareth Griffiths, Virgin Media O2’s director of partnership and sponsorship, 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 handled by an eight-person team, led by co-founder Jamie Wynne-Morgan.

Wynne-Morgan added: “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.