BT has revealed its broadband customers will be able to watch live Premier League football games for free next season in a move that is expected to boost subscriptions and revenues for 2014 results.
The telecoms giant, which is due to report its annual results on Friday, said its three new BT Sport channels will available for free to any consumer BT broadband customer.
This will be the first time in more than 20 years that weekly live matches from the top division of English football will be free to air.
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A spokesperson said the company hoped the offer "would lead to an increase in subscriptions", which would therefore help boost the company's top line.
By offering BT Sport for free with BT broadband, the group said it aimed to appeal to the 15m UK customers that have yet to take its broadband service, as well as persuading customers of other providers to switch service.
To encourage potential customers to switch, BT said it will offer new customers a super-fast fibre optic broadband product from just £15 per month or copper broadband from just £101 a year.
Shares in BT were down 1.17% to 279p at 12:33 on Thursday.
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