[Chad]

I'm very interested to see how Virgin react if ESPN pulls out of the UK, and essentially out of the XL package. Since 2007 XL customers have enjoyed "free" sport from Setanta then ESPN. If Virgin can't agree a deal with BT, for BT sports to be added to the XL package, there's going to be some unhappy XL customers. Virgin customers have long memories and won't let Virgin forget their previous declarations of adding value and going the extra mile for sports fans.

20th July 2007 - Setanta Sports deal (Virgin press release)

"The combination of great content and unbeatable value will help make Virgin Media's XL package the UK's best quality TV offer. This package is not a “one-off” promotional or introductory offer and will form part of Virgin Media's TV offer on an ongoing basis. Customers of any other Virgin Media TV service who want to add these Setanta channels to their service will be able to do so for just £8 a month."

29th July 2007 - ESPN deal (Virgin press release)

"Mark Schweitzer, chief commercial officer of Virgin Media, said: “This agreement solidifies Virgin Media’s place as the home of TV entertainment and is unquestionably the best value TV deal for sports fanatics. We’ve got all the sports content you’d expect and adding the new ESPN channels to our line-up will mean our customers can watch all the football action they want. Mr Schweitzer added: “We’re always looking for ways to go the extra mile for our customers and we think this market beating offer does this in spades as well as providing a sweetener for the start of the football season."