BT could be set to make a loss on providing Premier League football coverage to sports fans, after Sky raised its sports subscription prices.
In what may be interpreted as an attempt to wrongfoot its rivals, the satellite broadcaster and internet service provider is raising the amount it charges customers for Sky Sports 1 and 2 by £3 per month.
Under the wholesale pricing mechanism unveiled last month by Ofcom, rival firms such as BT will now be forced to pay extra to offer Sky content to its own customers.
However, a BT spokesperson told the Guardian that the firm would not be reneging on its promise to offer cheap subscription sports coverage to its customers.
"We are proceeding as planned and will deal with the issue of Sky's wholesale pricing in due course," he commented.
"It's surprising that Sky are raising prices for their customers just when we're about to enter the market. This will only make our prices more attractive and so could drive customers to our door."
Ofcom recently ruled that Sky must allow other vendors to offer Sky Sports channels as part of the broadband TV bundles, following several years of wrangling from parties on both sides.