V-Flyer

No official statement on the trade website, but in several other news outlets quoting Virgin.
Fantastic addition!
I believe it's via your own device (like Qatar do by QR scanning) rather than in the IFE screens

detail below:
https://runwaygirlnetwork.com/2026/06/press-release-virgin-atlantic-partners-with-sport-24-for-live-sports/

Juha Jaervinen, Chief Customer Officer at Virgin Atlantic, commented: “Whether you’re travelling for business, heading off on holiday or flying home, nobody likes missing a big sporting moment. With Sport 24 available on our growing Starlink-enabled fleet, customers can be part of the action from start to finish – another way we’re taking connectivity to new heights.”

Richard Wise, SVP, Content and Channels at IMG, commented: “Sports fans want to stay close to the action wherever they are, and travel shouldn’t mean missing out. Sport 24 is the market-leading live sport partner in the air and at sea with an unmatched portfolio of live sport including the FIFA World Cup 26TM, The Championships (Wimbledon), The Open, and much more. With 14 years of proven delivery, supported by the global knowledge, insights and expertise of IMG, we’re a trusted partner for airlines worldwide.”

Sport 24 is great, we see (and use) it on the cruise ships all the time.

For those not aware it's (2) channels cover most of the top premier league, and other sports very well. Crucially this also isn't embargoed like UK based broadcasters to not showing 3pm Saturday kick offs, so on flights to US from UK on typical timings we will be able to watch live Premier league (and maybe 2 games if they get the Sport24-2 channel). This is really good from a customer point of view.