EE will offer pay monthly customers six months free access to BT Sport channels.
Considered the highest value content in its TV package, the decision to promote the sport channels to EE customers represents the first major efforts by the brands to convert them into quad play consumers.
The offer will be supported by a multi-million pound advertising campaign as well as a promotion in EE retail stores nationwide.
Access to the content will be through the BT Sport App which runs on mobile and tablet devices.
EE CEO Mark Allera, said that the offer was one of the benefits of the business’ new ownership structure: ‘Now, as part of BT Group, we are able to offer customers the chance to watch the very best in live domestic and European sport when out and about. With our ambition to reach 95% of the geography of the UK by 2020, EE customers will be able to watch Premier League football while on Hackney Marshes, or the America’s Cup in the middle of Lake Windermere.’
‘Our customers have been telling us for a long time that they are watching more and more sport on the go, and this summer’s European Championship football tournament has driven traffic peaks that we’ve never seen before.