Yes, tried when they first told us we were going to have to pay for it. Got it reduced for six months, but then it went back up. Was told that if I wanted to keep XL then I'd have to swallow the rise for BT Sports. We use a lot of the XL only channels, so that was a no go so we just had to put up with it. I *might* have been OK with it had they not explicitly said that the price increase was so they could bring us BT Sport. IMO that should be something you can choose to pay for, or not.
Nothing I can do about it now, but I did reduce some of my other services with Virgin to compensate. Just still rankles a bit.