BT Vision customers could gain access to low-cost sports coverage in the near future, it has been suggested.
Ofcom has warned that Sky may be forced to share its premium sports and movie content with other service providers, and according to the Daily Telegraph, BT is waiting in the wings to take advantage of any ruling.
The broadband provider says it will strive to offer Sky Sports packages featuring Premier League football and Test cricket at a lower price than the satellite TV firm.
Gavin Patterson, Chief Executive of BT's retail division, told the news provider that the move was likely to stimulate interest in the Vision digital TV service and potentially broadband bundles.
He commented: "Our aspiration is to count our customer base in the millions, not the hundreds of thousands we have at the moment."
Mr Patterson said he was looking forward to Ofcom's final report on pay-TV competition, due at the end of March 2010.
BT is currently carrying out a £1.5 billion upgrade of telephone exchanges across the UK in a bid to make faster broadband speeds available to businesses and consumers.