EE is giving customers access to BT’s sports content as the two companies look to leverage each other’s assets for the first time.

Pay-monthly and SIM-only EE customers will get six months free access to the BT Sport App, after which they will have to pay £5 per month.

The new offering, which includes the BT Sport 1, BT Sport 2, BT Sport Europe and ESPN channels, begins on 27 July.

BT has invested heavily in sports content, notably UEFA Champions League and English Premier League football, in a bid to boost its broadband offering.

EE said the announcement was “the first of a series of benefits” it plans to offer customers following its takeover by BT earlier this year.

[Read more: BT unveils new post-EE structure]

EE Chief Executive Marc Allera commented: “Our customers have been telling us for a long time that they are watching more and more sport on the go, and this summer’s European Championship football tournament has driven traffic peaks that we’ve never seen before.

“Now, as part of BT Group, we are able to offer customers the chance to watch the very best in live domestic and European sport when out and about.”

The move comes ahead of Sky’s entry into the mobile market and the launch of Vodafone’s long awaited TV offering.

CCS Insight Analyst Paolo Pescatore said: “We are seeing the first fruits of EE leveraging BT’s content asset and as a result of this, we fully expect to see a return of the BT brand on the high street with EE promoting BT Sport in store.

“The deal strengthens EE’s mobile offerings in light of rivals especially Vodafone who has been promoting content as part of its 4G tariffs.”

Pescatore noted there was no mention of BT Sport being available on EE’s own TV platform, but said he expected this to be announced “in due course”.

He added: “There is plentiful opportunities for subscriber and revenue uplift for both [BT and EE] given that 14 million households do not buy products from either BT or EE, and a further 10 million households buy a product from only one entity.”

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