Sports fans looking to steer clear of fixed and long-term contracts will now have a new way of accessing coverage from broadcaster BT Sport .
BT - who cover everything from football and rugby to UFC and boxing - are now giving customers the chance to pick up and drop their service when they want.
A new monthly pass is being introduced as a result of "an increasing expectation in the market for flexibility", according to media analyst Richard Broughton.
The announcement comes in time for the climax of the Premier League season, the 2019/20 Champions League tournament and the BT's impending and exclusive coverage of the World Wrestling Federation.
Broughton continued by saying that this new strategical move is "also a nod to how competitive the market is getting."
With rolling contracts being offered by leading streaming services Netflix and Amazon , thinking of new and innovative ways of lure in customers and keep up with the pace is essential to BT's business strategy.
This month, Amazon entered the Premier League broadcasting market for the first time with football fans able to access their coverage with a 30 day free trial .
Sky, meanwhile, have afforded their customers the chance to pick up their service on an ad-hoc basis for some time through use of Now TV .
But, BT Sport's monthly pass will start at £8.99 less than Now TV's monthly pass.
