Streaming cable service DirecTV Now is getting a notable partner for new subscribers who are premium cable fans. AT&T announced Monday, new subscribers who sign up for DirecTV Now’s premium streaming packages will get a free year of HBO.

The package tiers that qualify for the promotion are the Go Big ($60/month) and Gotta Have It ($70/month) subscriptions options. On both tiers, you’ll find premium cable channels including the DIY Network, NBA TV and STARZ.

Read: DirecTV Now Vs. Sling TV Vs. Sony Vue: Which Service Has The Most Subscribers?

Previously, HBO was a $5 add-on for DirecTV subscribers. In addition, new subscribers can bundle this deal with an additional secondary promotion offered by AT&T. New subscribers who prepay for three months of coverage on any DirecTV package can get a free Apple TV. Both of these promotions end on March 30.

At first glance, the deal might seem like it works against HBO, as the premium cable network has its own presence in the streaming service space with HBO Go and subscription service HBO Now. But as Deadline points out, HBO parent company Time Warner was acquired by last year by AT&T. For DirecTV NOW, the cable network’s presence on the streaming service is a strong acquisition as it looks to face competition against live streaming offerings from companies like YouTube and Hulu this year.

Read: Launch Of AT&T Streaming Service Plagued With Problems

As a streaming service option from a major provider, DirecTV NOW has been a modest success for AT&T so far. In January, AT&T said the streaming service had, at that time, more than 200,000 paying subscribers. However, the program’s launch was plagued with technical difficulties like streaming and account management issues.