BT - How investing in content and giving it away led to a national rethink of BT

Facing aggressive competitors and challengers to their lead in broadband, BT decided to secure the rights to English Premier League football, launch a BT Sport channel and use communication to build credibility for the channel.  Offering BT Sport for free to BT broadband customers became a reason to join and stay with BT, reducing churn and driving acquisition. In return for using BT Sport as a content marketing tool for the broader brand, BT’s market capitalisation increased by £2.2bn, generating a ROMI of 2.48.