BT has secured rights to Aviva Premiership Rugby and the JP Morgan Asset Management Sevens over a four-year period in a £152 million (€190) deal.
BT will also have exclusive live broadcast rights to matches played by Aviva Premiership Rugby clubs in any future European competitions from 2014-15 for three years.
The deal is the latest movie into premium sports rights by BT following its Premier League football deal. Live Aviva Premiership rugby matches are currently split between BSkyB and ESPN.
Marc Watson, BT Vision CEO said: “BT is delighted to have secured this deal. Rugby Union is entering a thrilling phase with the World Cup being staged here in 2015 and rugby returning to the Olympics in 2016. We plan to bring the excitement of the very best matches to as wide an audience as possible. We will also be bringing all of the action together in one place and will look to distribute it on a variety of platforms. BT is serious about sport and this deal means we will be offering the very best rugby action alongside some of the most thrilling football matches from the Premier League. That is a winning combination and one that will appeal to fans of both sports.”
The agreement covers live rights to up to 69 Aviva Premiership Rugby matches for four years, live broadcast rights to matches from the entire JP Morgan Asset Management Sevens Series for four years starting from the 2013-14 season and live broadcast rights to matches of Aviva Premiership teams in any future European competitions for three years starting from the 2014-15 season.