The 48-year-old Scot has just presented his company's strongest annual results for several years and sent it headlong into battle with British Sky Broadcasting Group plc (LON:BSY) with the commercial launch of BT Sport, its £1bn per year television venture. … BT Group plc (ADR) (NYSE:BT)'s strategy is clear for the first time. It has taken the lessons of British Sky Broadcasting Group plc (LON:BSY)'s success using football to attract pay TV customers and hopes to lure broadband and telephone customers back from rivals who have hurt the company's consumer business in recent years. For the first time since the foundation of the Premier League, live coverage will be available for "free".