BT, the telecoms giant headed by Scot Baron Livingston of Parkhead, has received a major boost in its drive to break into television by signing a three-year wholesale deal to make its new sports channels available to Virgin Media.
The deal will mean that around three million households will have access to BT's offering which includes top flight football from both sides of the Border.
Marc Watson, BT TV chief executive, said: "BT has made a large investment in BT Sport and this is an important commercial agreement for us that recognises the excellence of the channels. We are keen to make our services as widely available as possible and to do so via wholesale arrangements."
The telecoms giant is seeking to muscle in on BSkyB's dominance of TV football after paying £738 million to show 38 Premier League games for the next three seasons.
It also acquired ESPN's UK channels and sports portfolio, meaning it will broadcast SPL matches for the next four seasons, until the summer of 2017.
BT will also show the UEFA Europa League and top tier football from Germany, Italy and France.
After Virgin paid a reported £75m in a three-year deal, subscribers to its XL package will automatically receive BT's channels without having to take any action.
Other Virgin customers will be able to pay extra to add BT Sport.
BT broadband customers can watch the channels online or via mobile devices, or on television via a set-top box.
Satellite customers who do not have BT broadband are able to access the sports channels by paying £12 a month.
BSkyB, which has rights to more than three times as a many live Premier League matches per season, has said it will not wholesale the Sky Sports channels to BT.
BT has appealed to industry regulator Ofcom but a final decision on the dispute is not expected until next year.
Baron Livingston, a director of Celtic Football Club, will leave BT to become a trade minister in the UK Government in December.
BT's retail chief Gavin Patterson will replace him.
BT's shares closed down 0.6p or 0.2% at 325.6p.
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