With today’s launch of its new sports TV package BT Group (LON:BT.A) has formally kicked off its new offensive against Sky (LON:SKY).
It comes after BT outbid both Sky and ITV (LON:ITV) for the UEFA club football television rights, paying £897mln for a three year deal.
BT will broadcast all 351 UEFA Champions League and Europa League fixtures through new channel BT Sport Europe. Following on from its successful promotions using its English Premier League coverage it aims to lure customers away from its rivals.
The telephone, broadband and TV bundler said that customers of its BT TV service will get all the European matches for free, whereas BT Broadband customers sticking with Sky TV will have a discounted £5 per month subscription.
BT Broadband customers, meanwhile, are being given access to the BT Sport 1 channel for free for a third of the football season; though this channel will not broadcast European football, rather it will host 38 live Premier League games, as well as Scottish football and English Premiership rugby union.
Gary Lineker, the BBC Match of the Day presenter, and former England and Tottenham striker, and co-hosts Jake Humphrey and Rio Ferdinand will front the new Champions League coverage.
Steven Gerrard, Harry Redknapp, Glen Hoddle and referee chief Howard Webb also join the BT Sport team, alongside the networks other sporting celebrities Paul Scholes, Michael Owen, Steve McManaman and Owen Hargreaves.
BT also unveiled plans to launch a new ‘ultra HD’, or 4K, service which is due to be rolled out in August. This will require a new specifically designed BT set-top box (as well as a compatible TV).
Meanwhile, due to conditions of the TV rights deal, another new free-to-air channel BT Sport Showcase will be launched. It will broadcast at least 12 Champions League games and 14 Europa League ties, and each British side in the competitions will be broadcast at least once.