BT has confirmed that no agreement has been reached to bring its new sport channels to Virgin Media TV subscribers.
Earlier this week, it was reported that the companies were in negotiations over a carriage deal, enabling Virgin Media customers to access BT Sport via their TiVo box.
However, with the subscription sport service set to launch, BT has moved to clarify the situation.
"Following the large number of enquiries from Virgin Media customers and press speculation, we can confirm that we have not agreed a wholesale deal for BT Sport with Virgin Media," the service provider said.
BT said it is open to an agreement "at the right price", noting that talks continue over a potential deal.
"In the meantime, we have an excellent offer for Virgin customers who move to either BT TV or to satellite," BT added.
The new BT Sport service will broadcast live top-flight football and rugby union, alongside WTA women's tennis, Moto GP and a host of other sporting content.
BT broadband customers will be able to watch the new channels for free, either via their BT TV service or - for non-TV subscribers - over the internet.
Up until now, Virgin Media TV customers have received ESPN's UK sports channels as part of their channel line-up.
However, after BT Sport outbid ESPN for live Barclays Premier League football rights, BT took over the rival broadcaster's UK channels.
Virgin Media customers can still watch Sky Sports via their TiVo-based television service, offering access to 116 live top-flight matches per season, alongside Test cricket, European rugby, Formula 1 and coverage of the golf majors.
But if viewers want to have access to all 154 televised Barclays Premier League games in 2013-14, including all the top-pick matches, they will also require a BT Sport subscription.