Consumers signing up for a Virgin Media premium broadband bundle are now able to watch BT Sport for free.
The new subscription sport service is included at no extra charge for TV XL customers on a Virgin Media Premiere or VIP Collection.
This means Virgin Media customers can watch all the live action on BT Sport 1, BT Sport 2 and ESPN - including Barclays Premier League football and Aviva Premiership rugby union - and not pay a penny more.
Virgin Media's Premiere Collection offers up to 60Mb fibre broadband, an unlimited monthly usage allowance, unlimited weekend calls and more than 200 TV channels.
Subscribers also receive a 500GB TiVo box, an extra HD box for a separate room, 37 HD channels and Virgin Media TV Anywhere.
The broadband bundle is currently priced at £24 per month for the first six months, rising to £48 per month. A line rental fee of £14.99 per month applies from the start of the contract.
BT Sport and ESPN is also available at no extra charge to TV XL customers with a Virgin Media VIP Collection.
This top-tier bundle offers up to 100Mb fibre broadband with an unlimited monthly usage allowance, unlimited anytime calls to UK landlines and mobiles, a free SuperHub router and free installation.
In terms of pay-TV services, subscribers receive more than 225 channels - Virgin Media's full range - including full access to Sky Sports and Sky Movies.
This means VIP customers can enjoy subscription sports coverage from both BT and Sky.
A 1TB TiVo box, a separate HD box for a separate room, 50 HD channels and Virgin TV Anywhere are also included as part of the VIP Collection.
Virgin Media VIP is priced at £49.50 per month for the first six months, rising to £99 per month for the remainder of an 18-month contract.
Customers can receive BT Sport for free by upgrading their Virgin Media broadband bundle to the Premiere or VIP Collection.
Alternatively, they can pay £15 per month to bolt BT Sport on to their existing TV and broadband package.