BT’s relaunch this summer will be a fully mobile-optimised web experience, including the new BTSport.com site, promoting its recently-acquired top sports matches, and the news and entertainment site at BT.com.

BT announced that it was re-purposing its website as a digital publishing experience at the end of last month, and it has now been confirmed that its sports and news sites will be responsive designed for its mobile audience.

BT.com and BTSport.com will both be handled as part of the company’s digital inventory, which will be sold by AD2ONE, a premium advertising sales agency, using Google’s DoubleClick AdExchange.

“AD2ONE has been appointed to maximise the value of BT’s online assets working in tandem with Google,” said Grant Allaway, group MD at AD2ONE, which exclusively looks after more than 50 leading brands including eBay, Jamie Oliver and TfL.“It’s a unique partnership that shows how we can offer scale to businesses wanting to unlock the value from all their platforms using contextually relevant display, video and mobile advertising in tandem with programmatic buying.”