The new deal is an expensive show of strength for BT. Since the launch of BT Sport in 2013, the broadcaster has made a bold, high-cost assault on Sky and its Sky Sports empire. BT has spent big to earn new subscribers, snapping up a chunk of Premier League matches and a sizeable buffet of European football, including Germany's Bundesliga and France's Ligue 1. More importantly, however, it has the rights to Champions League, Europa League and FA Cup coverage, as well as the Scottish Professional Football League -- all important competitions for British viewers. Now, the company has to make sure that people keep paying for them.