Indeed. It will be interesting to see what they are planning to charge for it and if there would be any good broadband deals from BT itself or other providers.
I would be surprised if they charge pay-per-view for matches on top the the BT Sport subscription.
As for deals, BT can be quite generous with them sometimes. For instance it's not unusual for them to offer over £100 in cashback in addition to over £70 in shopping vouchers or pre-paid visa cards. This offsets the higher cost of BT over TalkTalk and Sky, at least for the first year.