BT is forever telling people, myself included, that it is not "cost effective" to provide them with Infinity (even though, in my case, there is an Infinity cabinet just across the road) yet they can waste £738m buying the rights to football.
If that wasn't bad enough, they then have the cheek to market it as though I'm getting a freebie. As I find football only marginally more interesting than watching grass grow I'm acutally paying (albeit indirectly) for something I don't want.
How about a decent discount on BB charges for your loyal customers who have no interest in football? You could then block access to BT Sport for those accounts.
I've recently switched my mobile to Orange and they keep offering what appears to be a very good deal on home BB - I'm very tempted.