BT broadband customers will continue to receive free access to Premier League football matches on BT Sport, in a move which could draw away Sky subscribers.
The company announced in its full-year earnings report that it will continue to offer open access to the expensive fixtures for broadband customers in a strategy that could boost subscribers.
Although supplemented by substantial fixtures from European leagues, BT Sport also established a record deal with the Premier League paying £320m annually for the rights to broadcast 42 matches.
Gavin Paterson, BT chief executive said: “BT Sport standard definition is free. We haven't announced any plans going forward but we know how important it is to our customers."
During the 2013/14 season, BT Sport built a customer base of five million despite ardent competition from market-leading Sky.
As a result of BT’s growing influence, Sky was forced to dish out a record £1.39bn a season for the Premier League rights – an investment which may be partially responsible for the company’s £1 a month price hitch for the sports package (£47).