Telco Optus has backflipped on its decision to charge many customers an additional $15-per-month to access the English Premier League through its platforms, announcing today free access for many existing a new subscribers.

The company has started selling its EPL subscriptions today, and while it has stuck to plans to make people sign up for one of its mobile or broadband services before being able to access the sport, it has dramatically reduced the minimum spend for customers to get free access from $85-per-month to $30-per-month.

Ben White, managing director of marketing and product at Optus said in a release: “Optus has a track record of offering customers great value plans, packed with data and generous call inclusions, at affordable prices.

“Today, we’re shaking up the market even more by offering our customers more of the content they love. From data free prepaid music streaming, to the Premier League, Optus is changing people’s expectations of their telco provider.”

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“To celebrate our first Premier League season, we’re making it more affordable than ever by giving customers their first season for free on a range of plans from as little as $30 a month.”

The offer will be available to existing customers and anyone signing up to an Optus service by July 31.

It has also moved to address concerns of people who cannot get Optus broadband services by allowing its new Fetch TV mini-device to be used across any broadband provider, for a $5 per month fee. However that will be restricted to those areas and people will need to have an eligible mobile plan to get access.

“We understand that some customers either can’t or don’t want to change their broadband providers, but still want the Premier League. The mini device is a great alternative because it works on any fixed internet service in Australia and gives fans access to the Premier League live and on demand via the big screen,” White said.