Telecom group Optus has slashed the price customers have to pay to get access to the upcoming English Premier League football season.
Customers who sign up to selected mobile and broadband plans and subscribe to the EPL by July 31 will get access to the 2016-17 season as long as they spend a minimum of $30 a month.
That's a major u-turn from its original pricing announcement on May 4, when Optus said customers would get the EPL as long as they spent at least $85 a month.
"It's just an incentive to sign up before the 31st of July, so it's like an early bird special," an Optus spokeswoman said.
Optus's parent company, Singapore Telecommunications, offered a similar incentive when it got the EPL rights, the spokeswoman said.
The telco came under heavy criticism on social media when it announced its EPL pricing in May.
The company is investing heavily in sport and music content under a strategy aimed at protecting and growing its mobile, broadband and television customer base.
Optus secured the exclusive digital and broadcast rights to the EPL in Australia last November, shocking rivals with a $189 million bid.
Pay-television group Foxtel had held the local EPL broadcast rights for the past 18 seasons.
Foxtel - which is 50-50 owned by rival telecom giant Telstra and media group News Corp - is now focusing its attention on the Australian Rugby league and Australian Football League competitions.
Optus on Monday kicked off subscriptions to the EPL, with the new season slated to start in August.
From August 1, Optus customers who sign up to eligible plans valued at less than $85 a month will have to pay $15 a month to subscribe to the EPL.
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