Virgin Media TV XL customers are now able to watch BT Sport 1, BT Sport 2 and ESPN for free, after the channels were added to their service.
The three BT Sport channels are available at no extra cost to customers with a TV XL subscription, which comes with Virgin Media's Premiere and VIP Collections.
Virgin Media TV M, TV M+ or TV L customers can also watch BT Sport, but they are required to pay an additional £15 per month to subscribe.
"With BT Sport, you get BT Sport 1 HD, BT Sport 2 HD and ESPN HD all in stunning high definition," the service provider stated.
"That means that our TV XL package now has an impressive 37 HD channels. And, if you choose our VIP Collection, you’ll enjoy the superstar treatment with 50 HD channels."
Households without a HD TV can still enjoy the action on BT Sport 1, BT Sport 2 and ESPN in standard definition.
Due to a new three-year wholesale agreement with BT, Virgin Media is now able to offer both Sky Sports and BT Sport to its pay-TV subscribers.
Dana Strong, Virgin Media’s Chief Operating Officer, said the firm's customers are kicking-off the new season with "the most complete sporting line-up around in one simple subscription".
She explained that Virgin Media TV customers can watch top-flight football and rugby union, Formula 1, golf and Test cricket.
"We’re excited to announce our deal with BT, making these fantastic new channels available at no extra cost to millions of Virgin TV viewers and in HD as standard," Ms Strong added.
Consumers will also be able to watch BT Sport content online via the Virgin TV Anywhere service. This service is said to be "coming soon".