He will be responsible for developing a broadband sports offering based initially around English Premier League soccer.
Lewinton, 38, joins Virgin Media from the 365 Media Group where he had been director of rights and video production.
Prior to that he worked for IMG before founded and selling two online sports businesses; Universal Sports Marketing and In The Box Media.
Lewinton will work with Virgin Media through his ServerCorporation vehicle which has a portfolio of non-sports online interests.
He said: “We will maximise use of the near-live Premier League clips which were acquired in a recent rights deal and I am sure that other rights acquisitions will follow as appropriate.”
The new service will launch ahead of the 2007-08 football season in July.
