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Golf lovers get own broadband

Viatel, the company behind PGA Broadband, has already rolled out services for Manchester United and Chelsea football clubs plus three Scottish clubs - Hibernian, Hearts and Motherwell.

Branded broadband

It believes there is a real demand for such specialised broadband services.

"There is a shift towards branded services, in the broadband and mobile world. It creates consumer interest by associating services with brands they trust," said Steve Best, chief technology officer of Viatel.

The internet service provider is currently concentrating on sports fans.

"There is lots of passion associated with the sports we have chosen. As well as exclusive content, users can also get a branded e-mail address," he said.

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