The campaign launches today (Monday) on Channel 5 and will be accompanied by activity in the Daily Express and Daily Star over the next two weeks, including spot ads, pull-outs and other sponsored content.
All BT Broadband subscribers receive access to the company's fledging BT Sport 1 and 2 channels at no extra cost via the Online Player and app. Non-BT customers pay £12 to £15 a month to watch the content via Sky or cable TV.
Agostino Di Falco, partnerships director at Channel 5, said: Our customers have an eye for a good deal and this collaboration with BT and Maxus will bring an exclusive offer to them in a fresh and interesting way."
The deal comes amid ongoing talks with potential new suitors for Channel 5, which current owner Richard Desmond hopes to conclude by May.
In December, BT had one of its broadband ads banded by the Advertising Standards Authority (ASA) over "misleading" claims about overall speeds outpacing packages from both Sky and TalkTalk.
The company claimed it could "Superpower your broadband" and that tests by communication watchdog Ofcom had found that on average BT has "better performance" for up to 16Mb customers.
This was challenged by BSkyB, which noted the 2012 Ofcom report upon which BT had based its claims did not include Wi-Fi, in which Ofcom had found there was "no significant difference between BT and Sky" speeds.
Despite the small setback, BT’s chief executive, Gavin Patterson, said the company’s "strategic investments are delivering" in January, after the company reported more new broadband customers than rivals Sky and TalkTalk in the third quarter.
BT Openreach, the division that manages the national telecoms network, recorded 339,000 new superfast broadband customers in the third quarter, 38 per cent more than a year ago. On a net basis, BT added 150,000 standard and superfast broadband customers in the quarter.
Along with higher BT Sport sales, it meant BT Retail’s consumer business was a star performer, reporting 6 per cent revenue growth.
The latest marketing initiative comes as BT is in the process of investing £2.5 billion in superfast broadband upgrades that will cover two thirds of the country by spring 2014.