Sky have struck back at the newly unveiled BT Sport saying that "for us, sport isn’t a marketing gimmick to promote another product".
The new BT service aims to undercut Sky on sport, with minimum Sky packages costing £57.55 per month while BT will offer coverage from as little as £12 per month. BT will also hope to tackle Sky in pubs, claiming packages at 78 per cent of the cost of its rival.
Stephan van Rooyan, MD of Sky's sales and marketing group:
This is all about broadband and BT’s latest attempt to stem the flow of customers who’ve switched in their millions to rivals like Sky over the last few years.
BT Sport is not ‘free’ and customers are smart enough to realise they’ll pay for it through more expensive broadband and phone services. Even after today’s announcement, the vast majority of Sky Broadband customers would pay more than £110 a year extra for the equivalent service from BT.
Sky Sports is playing in a different league to BT Sport. It’s not just that three quarters of live Premier League matches will be on Sky Sports, it’s the sheer quality and variety we offer from the Champions League to the Ashes, Formula 1 to the Lions, and grand slam tennis to the Ryder Cup and golf’s major championships.