What's happened to you is unfortunate, but most companies offer new customer only deals to entice people in.
Cancelling and then re-contracting would not (normally) get you the new customer deal because you're only counted as "new" if you haven't been a customer for reasonable period of time (12 months if I remember correctly).
If you have some record of the call where they offered Sports to you and/or you're within the 14-day contractual cooling off period then I would contact them again and query it.
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