BT submitted bids for all seven Premier League live coverage packages during the recent tender process, it has emerged.
The broadband, home phone and TV provider - which secured two of the packages on offer, paying £246 million a year for 38 games - attempted to outbid its rivals across the board.
Sky - which has broadcast top flight English football since 1992-93 - won the auction and will pay £760 million a year for 116 games each season between 2013-14 and 2015-16.
Each service provider was limited to a total of five rights packages in the bidding process, in order to promote fair competition.
And under the new deal, BT will replace ESPN as the secondary Premier League broadcaster from the end of next season.
Speaking to the Sunday Telegraph, BT Vision Chief Executive Marc Watson said live football would be used to help promote the firm's TV and internet offering.
"We think it is a great opportunity to leverage the power of broadband," he commented.
"It allows us to create a two-way path [with customers], and to personalise the service."