BT and Virgin Media have signed a deal that sees the newly launched BT Sport channels made available to up to 3.8 million new customers.

The three-year deal sees Virgin’s three million customers on an XL package get the BT Sport 1, BT Sport 2 and ESPN channels for free. Virgin customers not on the XL package will have to pay a €17.50 monthly premium.

The new channels will also be available on Virgin’s cloud-based entertainment service TV Anywhere “soon”.

The company already offers all the Sky Sports channels – BT Sport’s main competitor.

Marc Watson, BT TV chief executive said the deal, the financial details of which were not disclosed, is “an important commercial agreement” for the operator.

“We are keen to make our services as widely available as possible and to do so via wholesale arrangements. We are doing this with Sport,” commented Watson.

According to BT, BT Sport 1 and 2 are now available across all the major TV platforms in the UK including cable, satellite and DTT.

The channels launched on 1 August and one million customers have signed up to the new service, the operator revealed this week.

Dana Strong, Virgin Media’s chief operating officer, said the deal was “a landmark” for her company.

It is one of the first major commercial agreements it has signed since the European Commission cleared Liberty Global’s €17.2 billion acquisition of Virgin in April.

The Q3 issue of European Communications magazine features an in-depth interview with Marc Watson. Click here to subscribe.

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