BT has unveiled its new entertainment TV package, which will include Europe's first Ultra HD sports channel for £15 per month.
Ultra HD offers a picture quality that is up to four times sharper than HD, making it the star attraction of BT's Ultra HD TV bundle offering.
The new channel will launch with live coverage of the FA Community Shield match at Wembley on August 2nd between Chelsea and Arsenal.
It will also be the best place to watch live coverage of the Barclays Premier League, FA Cup, UEFA Champions League, Aviva Premiership Rugby and MotoGP.
Delia Bushell, Managing Director of BT TV and BT Sport, said: “The best way to watch BT Sport is with BT TV.
"The BT Sport Ultra HD channel will bring you closer to the action than ever before.
"We are proud to be innovating and leading the UK TV market with our Entertainment Ultra HD package, which offers customers the best in premium TV.”
As well as watching some of the best sporting moments in Ultra HD, subscribers to the new package will also receive a 1TB Ultra HD YouView+ set top box capable of storing 600 SD or 250 HD hours of content, 47 premium channels and a voucher for a £500 discount on the LG 4K UHD TV.
All of BT's TV packages contain the BT Sport Pack free of charge, with other options including the Entertainment Plus bundle at £10 a month, which contains 25 entertainment channels.
It is the latest boost to BT's offering as the company seeks to mount a serious challenge to Sky's dominance of pay TV sports coverage, sealing the rights to 351 exclusively live UEFA Champions League and Europa League matches, while also bagging the services of Match of the Day pundit Gary Lineker.