Virgin Sport is ready for its rookie season. The unit of billionaire Sir Richard Branson’s sprawling Virgin Group empire is betting it can carve a place for itself in the increasingly crowded amateur sports market by organizing “sports festivals” that blend different kind of events aimed at attracting a wide variety of people beyond hardcore jocks. Virgin Sport’s first four events were announced on Tuesday and will including three in greater London—Hackney (April 30), Westminster (July 9) and Oxford (in October)—as well as one in San Francisco (October 14-15.) More festivals will be added in 2018 and beyond.
Richard Branson’s Virgin Sport Unveils Its First Events
