The new BT Sport service has been designed to help retain BT broadband customers, the service provider has suggested.
Speaking to the Observer, John Petter, Managing Director of BT Consumer, said the firm's basic strategy "has not changed" with the launch of the BT Sport.
"Everything is serving that strategy of broadband and fibre optic [internet services]," he stated.
"We want to win new customers, up-sell to existing customers, and keep customers longer - and then there is wholesale."
The new BT Sport service - which comprises BT Sport 1, BT Sport 2 and ESPN - is available for free to all BT broadband customers.
Those who subscribe for BT's pay-TV services can enjoy sports action on their television via a Vision+ or YouView set-top box.
And all other BT subscribers can tune in to live BT Sport action over the internet.
BT Sport has secured the broadcast rights to live Barclays Premier League football, Aviva Premiership rugby union and WTA tennis, among other sports.