Virgin Media O2 Appoints MSQ Sport + Entertainment as Lead Partnership and Sponsorship Agency

Virgin Media O2 has appointed MSQ Sport + Entertainment, the new creative and strategic sponsorship agency that was launched last June by Jamie Wynne-Morgan and Steve Martin, as lead partnership and sponsorship agency for both brands. 

MSQ Sport + Entertainment will work across O2'S England Rugby portfolio for the Men's & Women's teams, as well as on Virgin Media Gamepad at The O2 and O2's sponsorship of boxer Shannon Ryan. 

The agency will collaborate with VCCP, Manning Gottlieb and Hope & Glory to deliver ground breaking sponsorship activations for Virgin Media and O2, with an initial eight-strong team led by Wynne-Morgan. 

The O2 team will report into Marie Houlgate, head of sport sponsorships and the Virgin Media team will report into Diane Campbell, head of gaming and sponsorship operations.

Speaking on the appointment, Gareth Griffiths, director, partnerships and sponsorship at Virgin Media O2, said, “We’re delighted to 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.” 

Jamie and Steve, 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.”

Taking on these accounts marks another significant milestone in MSQ Sport + Entertainment’s inaugural year. In under six months, the 15-strong team has already partnered with major brands, including Howden on their British & Irish Lions sponsorship, Callaway Golf Europe, Glenfiddich Aston Martin F1 partnership, and a leading Women’s Euros brand partner. Two additional accounts and new team members are set to be announced soon.