More than a million TV customers have already gained access to BT Sport, it has been revealed.
BT only started accepting orders for the subscription sport service on May 10th 2013, but the lure of top-flight football and rugby union appears strong for many consumers.
BT Sport is free with BT broadband, with subscribers able to watch the channels online or via their mobile devices using the BT Sport app.
Customers can also enjoy BT Sport 1, BT Sport 2 and ESPN on their TV if they renew their broadband contracts or are new to BT broadband.
Existing BT broadband customers who wish to watch the channels on their TV require a YouView, BT Vision+ or Sky set-top box.
Non-BT broadband customers can also watch BT Sport channels on their TV, via the digital satellite platform from just £12 a month.
BT says the one million customer total includes satellite TV customers - both free and paying - and those who are watching BT Sport via a BT TV deal.
It excludes BT broadband customers who have free access to the platform online.
John Petter, Consumer Managing Director at the TV and broadband provider, said BT is "thrilled" with the initial interest shown in BT Sport and the viewing figures to date.
"To have a million households onboard before the Barclays Premier League has even begun is terrific," he stated. "We said we would return sport to grass roots fans and they are cheering in large numbers."
Mr Petter explained that BT thought its sports platform would help retain and attract broadband customers, and "that is proving to be the case".
"We are rewarding our customers for their loyalty and the strategy is working," he added.
"These are early days but we plan to make the most of this initial surge in demand as fans get excited about the football season ahead. Huge numbers of customers are signing up every day, which is testament to how fresh, vibrant and exciting the channels are."
Mr Petter claimed the market "needed a new entrant to shake things up" in the subscription sport market.
"It is clear that many customers want BT Sport as well as Sky Sports. The good news for those customers is that they can do exactly that, and save a lot of money by taking our broadband and getting BT Sport for free," he said.