British sports fans can now watch top matches without signing up to lengthy contracts as BT Sport has launched a monthly pass.
The new BT Sport Monthly Pass will allow customers to pay for access to sports channels for one month only, as opposed to the long-term and often expensive contracts they previously had to sign up for.
The channels included in the offer are BT Sport 1, BT Sport 2, BT Sport 3, BT Sport ESPN, BT Sport Ultimate and BT Sport Extra. The deal costs just £25 per month and can be cancelled at any time. It is also available for the first time to customers who don’t sign up to a BT TV or broadband deal.
“BT Sport Monthly Pass means that customers can sign up on a flexible monthly basis for the first time and make the most of all the fantastic live sport that we have to offer,” said Pete Oliver, managing director of marketing at BT’s consumer division.
“And with BT Sport Ultimate included, we’re giving customers the very best possible viewing experience. Monthly Pass forms part of BT’s ambition to offer BT Sport customers’ unrivalled choice and the highest quality broadcasts on even more devices and platforms.
“I think it’s competitive. It’s completely flexible so you don’t need to take out a 12-month contract. It’s great if you only want to watch your team in the Champions League but aren’t convinced they’ll go far, or if you just want to watch the MotoGP season.
“There’s an emerging group of sports fans who don’t want to have a Pay-TV subscription but are happy to drop into sports content. You still get a better price for BT Sport with BT broadband. But if you don’t want that, then this is a good option.”
Richard Broughton, an analyst at research firm Ampere, said: “There is an increasing expectation in the market for flexibility, with long contract periods now off-putting to many consumers. It is also a nod to how competitive the market is getting.
“It is more risky offering sports monthly than film and TV content, because the timing of events opens the door to viewers waiting just for specific matches and then churning.
“Given the high price of sports rights, it is a risky bet. Sky’s Now TV has mitigated the risk of contract customers moving to a ‘dip in and dip out’ culture by pricing the sports pass quite high in recognition that consumers have to pay for flexibility.”
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