BT Vision have announced a transfer deadline day signing of their own – in the form of Clare Balding.
The presenter earned rave reviews for her BBC presenting during the London Olympics and has been the face of Channel 4's revamped horse racing coverage since January.
Now Balding will front a weekly sports magazine show for BT as they look to complete their sporting line-up that already includes premium rights packages to show live Premier League football, WTA Tennis and Aviva Premiership and Heineken Cup rugby.
"I'd like to thank BT for giving me the opportunity to present my own magazine-style programme in which I can interview iconic sports stars and discuss newsworthy and stimulating topics," said Balding.
"I'm enthused by BT's vision for sports coverage in the future and particularly their support of women's sport, an issue about which I feel very strongly. This is an exciting new venture for me and I can't wait to get started."
BT Sport head Simon Green added: "We wanted to give Clare an opportunity to anchor her own weekly show, which we see as a flagship programme for BT Sport. She excels at presenting a variety of different sports and she showed last summer what an accomplished live performer she is."
BT won the rights to screen 38 of the best Premier League matches each season for three years, starting from August 2013 and is expected to launch its channel around the start of the 2013/2014 Premier League season.
Their collection will include 18 'first-pick' matches, where they will have the option of the best games of the weekend, with ex-BBC Sport presenter Jake Humphrey fronting the football coverage.