BT promises to end Sky's 'rough deal' with 'free' BT Sport

BT has thrown down the gauntlet to Sky with the launch of its new BT Sport service, promising an "affordable and exciting" new service which will challenge the dominance of Sky Sports.

The brand today (9 May) unveiled details of its BT Sport proposition, including a major ad campaign, by AMV BBDO, featuring sports stars such as Tottenham Hotspur footballer Gareth Bale and England rugby player Owen Farrell.

Three BT Sport channels will be offered free to BT broadband customers, while the brand claims pubs and clubs will be able to save up to 80% if they switch to BT Sport from Sky.

Ian Livingston, BT chief executive, added: "UK sports fans have had a rough deal for too long. Many have been priced out of the market but we will change this by giving away BT Sport for free with our broadband. Sports fans are the winners today."

David James, marketing director for consumer, BT Retail, added: "The new series of adverts for BT Sport will showcase the great range of live sporting action and the amazing deal we are offering, especially to BT broadband customers.  We hope the glimpse behind the scenes of our new sports studio with our great line up of presenters will really whet sporting fans’ appetite for what’s to come."

A TV ad will show presenter Jake Humphrey taking viewers on a journey, with clips of Everton footballer Marouane Fellaini , British tennis player Heather Watson, and co-presenter Clare Balding speaking to Manchester United player Rio Ferdinand, before Humphrey arrives at the BT Sport studio.

The ad ends with the line: "BT Sport, Great sport happens here."