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BT fired a broadside at pay-TV rival Sky Sports this morning, with the news that it is offering its soon-to-launch dedicated sports channel for free to customers who sign up for BT broadband.

The offer means that 38 live Premier League games per season, as well as FA Cup coverage, will be free to watch for broadband customers, in a move that could spark a price war with Sky that sends pay-TV sport prices tumbling.

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Sky Sports is currently priced £21 per month for customers who already take a basic Sky TV package.

Helmed by former-BBC lynchpins Claire Balding and Jake Humphrey, BT Sport’s line-up will also include coverage of the UEFA Europa League, Moto GP, Women’s Tennis Association, alongside live games from the Aviva Rugby Premiership.

As with Sky’s programming, BT Sport channels will be available to watch on TV or on mobile devices, such as tablets or smartphones, via a dedicated app. Subscribers can also stream BT Sport on a laptop or PC.

Ian Livingston, BT Chief Executive, said: "UK sports fans have had a rough deal for too long. Many have been priced out of the market but we will change this by giving away BT Sport for free with our broadband.”

Sky broadband and TV customers can access BT Sport through Sky’s proprietary platform for £12 per month.

For a limited period from August 1st, BT has also confirmed it is offering HD TV for no additional charge when subscribers order a BT broadband and TV bundle.

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