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BT has secured a major TV coup - grabbing live broadcast rights for Aviva Premiership Rugby matches from 2013-14.

The broadband and TV provider has announced one of the biggest broadcast deals in the history of club rugby union, paying up to £152 million for coverage over a four-year period.

BT will also broadcast the J.P. Morgan Asset Management Sevens, and have the rights to any European matches featuring English clubs from 2014-15.

At present, live Aviva Premiership matches are split between Sky and ESPN, but the new deal means rugby fans can catch all the action in one place.

"This is a game-changing agreement and will deliver a service that I know our club supporters will enjoy," said Mark McCafferty, Chief Executive of Premiership Rugby.

"We are delighted to have concluded our discussions with such an ambitious partner that will help bring Premiership Rugby to new audiences."

He described BT as a company "at the cutting edge of technology".

"That is one of the reasons it makes them such an exciting broadcast partner for Premiership Rugby," Mr McCafferty stated.

"We will develop a broad partnership. As well as showing the live games, BT will assist us in further upgrading the technical infrastructure of our clubs' stadia and by building community programmes with us."

Marc Watson, BT Vision's Chief Executive, said his firm was "delighted" to have secured the new deal.

"Rugby union is entering a thrilling phase with the World Cup being staged here in 2015 and rugby returning to the Olympics in 2016," he stated.

"We plan to bring the excitement of the very best matches to as wide an audience as possible. We will also be bringing all of the action together in one place and will look to distribute it on a variety of platforms."

Mr Watson claimed that BT is "serious about sport" and this deal means the firm will be offering "the very best rugby action alongside some of the most thrilling football matches from the Premier League".

Earlier this year, BT secured the live broadcast rights to 38 top-flight football matches per year from the 2013-14 season.

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