Virgin Media has announced it is set to add BT Sport Europe to its XL TV bundle, although the package will rise by £3 a month.
The company claims the move means it is now the only provider in the UK to offer BT Sport as part of one subscription.
There are seemingly exciting times ahead for BT, which Virgin Media calculates paid an extra 127% for Champions League and Europa League TV rights, as well as £6 billion on rights for UEFA competitions and the Barclays Premier League, for the next three years.
Virgin claims the £3 price rise for XL packages, which will take effect from September 1st, comes on the back of work done to help minimise the rising cost of sports subscriptions and adding the BT Sport Europe channel.
While any price rise may seem at odds with the idea of minimising costs, the increase is less than those soon to be implemented by BT (+£6) and Sky (+£7.49).
TV XL is offered as part of Virgin Media's Big Daddy and Big Kahuna Bundles, which includes 152Mb broadband.
BT Sport Europe in SD and HD will also be included in the bolt-on package for non-XL customers - the cost of which has risen from £15 to £18 a month with no activation fee.
Gregor McNeil, Managing Director of Virgin Media Consumer, said: “Some of our prices are changing so we can continue to offer our customers the best choice of entertainment.
"The new Champions League deal is the biggest ever and our price change reflects our continued investment in giving our customers more of what they want - we are proud to remain the only provider to offer all the major sporting action in one place.”
As well as receiving all BT Sport channels, XL subscribers will also have access to a number of added HD channels, including Nat Geo Wild HD and Lifestyle HD.