Virgin Media is encouraging football fans to sign up to its fibre broadband service with a major new campaign.
The provider wants to push the message that it offers superior, ultrafast connectivity, which is ideal for football followers wanting to watch live games.
Virgin Media is also stating that every time a major fixture is on BT, 3.5 million Sky Sports customers are unable to watch it.
As a result, it says it is the only provider that can "give you all the football on Sky Sports and BT Sport in one package".
Kerris Bright, Chief Marketing Officer at Virgin Media, said: "Our position in football is about all the football for all the fans.
"Football needs awesome connectivity, the power of our proposition is that we bring the two together."
Ms Bright added that for fans who are unable to support their favourite team in person, they can at least "be there for every game with Virgin Media".
The campaign is running across multiple platforms and depicts a boy travelling down a futuristic fibre cable alongside a crowd of fellow football fans.
He emerges as the club mascot inside Southampton's St Mary's stadium, with the ad concluding with the line: "Every match on Sky Sports and BT Sport. This is football from Virgin Media."