Virgin Media to subsidise all Premier League away tickets to £20

The campaign is part of Virgin Media's partnership with the Football Supporters’ Federation (FSF)

Virgin Media is attempting to deepen its ties with football fans by subsidising the cost of away tickets to £20.

The Twenty’s Plenty campaign will ensure that fans of every club in the Premier League will be reimbursed for away tickets costing above £20 for a single away fixture held between 15-23 April.

It is part of the wider Twenty’s Plenty initiative - a campaign led by the Football Supporters’ Federation (FSF) and supported by Virgin Media - and builds on an earlier approach used with Southampton FC. As the official shirt sponsor of the club Virgin Media subsidised their fans’ away tickets to £20.

As part of its efforts to reach as many football fans throughout the UK Virgin Media has partnered with Manning Gottlieb OMD, BBH and Rapp to launch an ad campaign which will run across OOH, print, radio, social media and digital.

It will also leverage the partnership with the FSF to reach and engage with fans, fan groups and wider football influencers.

“This is our way of making the brand stand out from our competitors, where we’re firmly putting fans at the heart of the game and getting behind the issues they care about,” said Kerris Bright, chief marketing officer at Virgin Media.

Kevin Miles, chief executive of the FSF, added: “The Football Supporters’ Federation has a long-standing rally cry – Twenty’s Plenty for Away Tickets. We’re delighted that Virgin Media has helped make that a reality at many upcoming top-flight games."

With away Premier League tickets capped at £30, fans will receive up to a £10 reimbursement from Virgin Media following their team’s match. To apply for the money back fans are asked to visit the Twenty’s Plenty page on Virgin Media’s site where they can download a form and post it along with their ticket. A cheque will then be posted to them in the following weeks.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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