BT is gunning for millennials after striking a deal to stream the UEFA Champions League and Europa League finals free of charge on YouTube.
The matches will also be shown on its Freeview BT Sport Showcase channel.
BT paid over €1 billion for the rights to the UEFA Champions League and Europa League competitions in 2013 as it builds out a portfolio of sport content.
More than five million premises are signed up to watch its sport channels, which include ESPN and broadcast rugby, motorsport and UFC in addition to football.
However, these customers are signed up to a broadband deal with either BT, Sky or Virgin Media.
Earlier this week, BT signed a deal to make its sport channels available on TalkTalk’s network.
The operator said it wanted to showcase its services to “a new generation of younger sports fans”.
BT also said EE, the mobile operator it acquired earlier this year, would launch a new BT Sport offer before the start of the new football season.
The offer will initially be for customers on 4GEE pay monthly mobile plans, it said.
BT has the rights to UEFA rights until 2018.
John Petter, Chief Executive of BT Consumer, said: “We’ve always said we wanted to give top quality sport back to the people and making the UEFA Champions League and Europa League finals free to everyone in the UK does this in a big way.
“We’re also bringing BT Sport to a new generation of younger sports fans who view their entertainment online, through social media and on their mobile devices.
“We plan to make these finals the most social sports broadcast ever, with lots of exciting content in the build-up and on the night across YouTube, Snapchat, Facebook, Instagram, Twitter and Vine.”
Stephen Nuttall, YouTube’s Senior Director in EMEA, added: “Fans today expect quality content on every screen and this partnership enables just that.”