Sky Sports have announced that they are to show a Premier League football match free-to-air for the first time as their war for viewers with BT hots up.
Sky will broadcast the match at 5:30pm on August 17 - the opening day of the season - and will also offer-up a Football League match at lunchtime on the same day.
The fixtures they will broadcast have yet to be confirmed.
Telecoms giant BT is launching a sports broadcasting service that aims to rival Sky in the summer having paid £738m for the rights to 38 Premier League matches a season in each of the next three years, and they have already signed up some of the nation's best-known TV presenters, including Clare Balding and Jake Humphrey.
They are offering their channel free of charge to their broadband customers but Sky's free-to-air day is seen as their first strike back in the battle for viewers.
Sky paid £2.3 billion for the right to show 116 games a season from 2013-16 and they will use their free day to try and emphasise the fact that they will still broadcast many more matches than BT.
"It's our biggest ever season of Premier League football and we're inviting every home in Britain to enjoy the opening day," said the Sky Sports managing director Barney Francis.
"All fans can join the action as we launch our new Saturday schedule for the most eagerly awaited Premier League season in years."
The matches will be broadcast on freeview channel 'Sky 2' which will run Sky Sports 1's content for the entire day.
Sky also announced that Dave Jones and Jamie Redknapp will host a new Saturday football show and that new pundit Jamie Carragher would join Gary Neville on Monday Night Football.
BT hit back at Sky's promotional day and called it nothing more than a 'stunt.'
"BT Sport is free every day of the season for BT broadband customers, not just free for one day," they said.
"We are pleased to see that our arrival has prompted Sky to attempt to raise its game, but this stunt does not disguise the fact that this season they have fewer top pick matches."