Virgin TV has added FreeSports to its roster of sports channels, giving viewers access to coverage of up to 1,000 events a year.
This includes live football and highlights packages, tennis, athletics, cricket and motorsport, along with ice hockey and basketball.
Customers will be able to view FreeSports on channel 553 from Saturday July 21st.
David Bouchier, Chief Digital Entertainment Officer at Virgin Media, said its customers have enjoyed an "incredible summer of sport so far" and been able to enjoy it "from the comfort of their homes".
"Bringing FreeSports to Virgin TV further boosts our roster of sports channels and our customers can expect more to come," he commented.
Richard Sweeney, Chief Executive of FreeSports, added that it is delighted to be joining the Virgin Media platform.
"FreeSports boasts a large portfolio of global and domestic free, live sport that we believe will be a huge hit with Virgin Media customers," he said.
This comes shortly after Virgin TV announced customers will be able to view BT Sport in 4K from July 30th.
BT Sport's Ultra High Definition channel is being added to Virgin Media's top TV bundles at no extra cost, which means sports fans can follow major events with a picture that offers four times the detail of standard High Definition.