The Sun has struck a deal with mobile operator O2 to offer its 4G customers content including Premier League football goal clips, a groundbreaking move that could transform its Sun+ digital subscription offering.
Tapping in to the marketing clout of O2, the UK's second largest mobile network with 23 million customers, with Sun+ offered as a mobile package could significantly boost subscriber takeup of the £2-a-week Sun+ digital service.
As well as football video highlights, O2 subscribers will get access to thesun.co.uk and the Sun's mobile and tablet apps.
Under the terms of the deal, O2 will offer new 4G customers, and existing customers who upgrade, a choice of two 4G packages that will include the Sun+ service.
A 4G plan with 5GB of data priced at £22 a month will come with six months' free access to Sun+. With an 8Gb data package, priced at £27 a month, customers will get 12 months' free Sun+ access.
"This is a natural fit for the Sun as we seek old friends and new audiences on a growing range of digital platforms," said David Dinsmore, the editor of the Sun.
The financial details of the deal were not disclosed but it is standard practice for a distribution partner to get a discounted rate, meaning Sun+ will not get £2 a week per customer from each sign-up.
The UK's biggest-selling newspaper signed up 117,000 subscribers for Sun+ between launch on 1 August and 6 December, when parent company News UK revealed the first snapshot of its progress.
O2 is in a marketing war with rivals to get customers to sign up to new superfast 4G packages, and offering "must have" content such as exclusive access to the Sun's Premier League football goals is a key battleground.
Last year, O2 was an unsuccessful bidder in the £30m battle for the three-year deal for the digital highlights rights to Premier League matches, in which the Sun triumphed.
"O2's 4G promise has always been to offer a range of exciting and exclusive digital content to our customers, so the true benefit of fast and seamless 4G can be experienced," said Nina Bibby, marketing director at O2.
While Premier League football highlights will be the biggest draw, Sun+ has been building its array of content and sports rights.
The Sun also has a four-year deal for digital FA Cup rights, and digital clip rights to highlights of Champions League and Europa League matches in a joint deal with BT Sport.
In the coming months, O2 will promote the deal in its marketing campaigns, including TV and print ads as well as extensively throughout its nationwide network of mobile phone stores.
O2's 4G network currently reaches about 30% of the UK population. The mobile operator also offers content including its O2 Tracks and Priority Sports services.
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