The Home Move Box is delivered to home movers on their first day in their new house, and contains a range of useful branded goods such as Philips light bulbs and Fairy washing up liquid, as well as offers on home services.
Home movers' new addresses and moving dates are collected by the eponymous company from estate agents.
Sky had trialled the service for a month and was in negotiations about renewing, when Virgin Media came in with a bigger offer for a six-month deal.
As Virgin's cable network only partially covers the UK, and Home Move Box is UK-wide, the box will be sent to some consumers who are unable to receive its TV service.
A Virgin Media spokesman said: "Moving can be a stressful experience so the Home Move Box is a really nice touch, welcoming you to your new house.
"As we offer TV, broadband, phone and mobile services, Virgin Media can take the hassle out of thinking about multiple different providers wherever you're moving to, whether it's a cable area or not."
British Gas has continued its deal as the other main sponsor of the box.