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BT Sport looks set to increase its investment in rugby union by agreeing sponsorship deals with the four Welsh regions and four Irish provinces, it has been reported.

The Telegraph reports that the broadcaster - which already sponsors Edinburgh and Glasgow in the RaboDirect Pro12 - is to inject funds into the teams.

From next season, the elite Celtic competition is to be broadcast live on Sky Sports.

As such, a shirt sponsorship deal could enable BT Sport to promote its own brand via its main rival's rugby union coverage.

According to the news provider, negotiations are believed to be at "an advanced stage", with an agreement looking likely.

BT Sport said rugby union is "at the heart" of its TV offering, and the broadcaster "talks to people all the time" about potential broadcast opportunities.

"We plan to build on the successful start we have made," BT Sport stated.

The firm shows live rugby union from each round of the Aviva Premiership - England's premier domestic competition.

BT Sport will air 69 top-flight matches per season for four years from 2013-14.

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