BT is set to dangle the carrot of discounted European football coverage on TV as part of efforts to persuade consumers to stump up for its superfast broadband.
It comes just days after the telecoms giant forked out just shy of £900m to secure the exclusive rights to screen the UEFA Champions League and Europa League in a three year deal from 2015.
Consumers who sign up for superfast fibre broadband or BT Vision TV are likely to be offered discounts or extra matches to sweeten the deal.
Broadband customers currently receive BT sports channels for free but most Champions League matches will only be available on a paid for basis as BT struggles to recoup its financial outlay.
Commenting on the deal BT’s consumer head, John Petter, said: “We think it’ll give us the opportunity to up-sell to fibre by selling bundles of BT services.”