Telecoms group eir is to offer its rebranded TV sports pack free to its 370,000 broadband customers.
As part of the further move into the broadcasting sphere, Setanta Sports Ireland – which eir bought last December – has been renamed eir Sport.
The channel previously known as Setanta Ireland has become eir Sports 1, while what was Setanta Sports is now eir Sports 2.
All eir Sport channels, along with the BT Sport channels will be made available without charge to eir broadband customers under the offer.
Customers will be able to access the channels via a new eir Sport app or their eir Vision box, while eir broadband customers, who also have Sky TV, will be able to access the channels via their Sky TV box.
eir has more than 1,000,000 mobile customers through the eir and Meteor brands.
It was also announced today that eir Sport has secured the Republic of Ireland rights to broadcast the 2019 Rugby World Cup.
As part of that deal, eir Sport will ensure that 13 live games from the tournament will be on free-to-air TV, including the Ireland games, the semi-finals and the final.
Commenting on the move, Managing Director of price comparison website Switcher.ie Eoin Clarke said: "The fact that eir is offering all of its sports channels, as well as BT Sports, free to their broadband customers is a massive draw, and will no doubt win over some fans.
“Competition in the broadband and TV market is hotting up, and this move by eir has really thrown down the gauntlet to other providers. We could see some counter offers across the market, which would be really good news for consumers.”