A new concept is getting a lot of attention in the UK, namely that of a virtual broadband operator. An FT story documented the advent of a broadband Internet service that is custom-tailored to a football fan (ed.note: in the UK, as in my native Brazil, they call the game football, not soccer ;-).

Viatel, a UK-based broadband operator, introduced earlier this week a new branded broadband service specifically geared towards Chelsea FC fans (ed.note: Chelsea won the English Premier League title this year).  Chelsea Broadband will cost fans £28.99 per month and offer a 2Mbps high-speed Internet data connection with unlimited monthly downloads and up to five personal e-mail addresses.  Another "sticky" element added to the bundle deal is a free year subscription to Chelsea TV online, and as an added bonus, for the first 1,000 subscribers to sign on, free video highlights from Sky Sports. Chelsea will promote the service online, in its matchday program and around its Stamford Bridge stadium.    

Undoubtedly, this is yet another major coup for Viatel, which already had similar deals in place with Manchester United (from the English Premier League) and Hearts FC (from the Scottish Premier League).  The company also has a site (www.fastfooty.com) where fans can register their interest in having a similar service for their own soccer clubs.  But the math is impressive: between Chelsea and Manchester Utd. alone, the fan base represents a huge total addressable market opportunity of 14 million fans in the UK alone (about one fifth's of the UK population). 

Here are a few more ideas added to the mix: what about a similar MVNO type deal for wireless operators?  Special screens, ringtones, phone updates, and video streaming of a few highlights can be a part of a great "sticky" wireless bundle.  Would a player such as Virgin step up to the plate?

I wonder if on this side of the Ocean, other broadband service providers would consider a similar play.  Closer to home, here in Toronto, Rogers could definitely come up with a similar type packaging for a Blue Jays (owned by Rogers) branded broadband service.  And they can even include a few free tickets as an extra bonus.  I know a few die-hard Blue Jays fans that would definitely find this idea very appealing.