Unfair Practice
If I wanted to watch this service (which thankfully I don't) I would be up in arms about how unfair they are.
They have tied the TV package to their broadband package so you can only watch these matches if you take their DSL as well.
I already have DSL and from a much better provider than BT. I require a reliable connection for my work and so I would never switch to BT. Looks like I can never have their TV service then.