In order to entice customers away from rivals when it launches its 4G service at the end of the month, Vodafone has struck content partnerships with Sky and Spotify.
The operator's flagship Red 4G tariff will give customers two options: a Sky Sports Mobile service that will allow them to stream live sport or to stream music from a database of 20 million tracks with Spotify Premium.
In addition to these two offers, both contracts will include three months of unlimited data. They will be available for £26 a month for a 12-month contract.
"At a time where many have been unconvinced by the virtue of superfast internet on their mobile, the pull of having access to millions of songs or all the goals in the palm of your hand as part of your monthly tariff might just be too good to pass up," said Ernest Doku, telecoms expert at uSwitch.com.
Vodafone's 4G service is launching on August 29th, which is the same day that O2's 4G operation will go live.