Ireland’s eir has rebranded the Setanta Sports Channel business it acquired last year and unveiled a range of new content rights.

The operator has launched eir Sport, seven months after it purchased Setanta Sports Channel Ireland for an undisclosed fee.

Barclays Premier League and UEFA Champions League football games, Formula 1, Moto GP and golf were part of the package of rights eir acquired as part of the deal, alongside BT's sports offering.

In addition, eir revealed it has secured a series of new content rights to the 2019 Men’s Rugby World Cup, the 2017 Women’s Rugby World Cup, the U-20’s Championship from 2017-19 and the Rugby Sevens World Cup in 2018.

It will also show every Formula 1 race live plus practice and qualifying sessions through 2018, as well as the 2016 Rio Paralympic Games.

All the content has been reworked into a new offering that features six channels: eir Sport 1, eir Sport 2, BT Sport 1, BT Sport 2, BT Sport Europe and BT Sport ESPN.

Called the eir Sport Pack, it is being offered to all new and existing broadband customers free of charge.

According to eir, this equates to €300 of value free to every broadband customer.

Last month, the operator announced plans to zero-rate data for mobile customers using Facebook, Twitter and Instagram.

[Read more: Singapore’s sovereign wealth fund to invest in eir]

Jon Florsheim, Managing Director of eir’s consumer division, said: “eir Sport is the new name in Irish broadcasting.

“Last year we introduced a fresh and modern identity to signal our ambition and evolution.

“Today is the most tangible proof point yet of our transformation as we become a broadcaster, supplying an amazing range of live sport to customers throughout Ireland."

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