Virgin Media is in final negotiations with BT over a deal to offer its sports content to pay-TV customers, it has been reported.
According to ISPreview.co.uk, a new carriage deal could be agreed, enabling Virgin Media TV subscribers to access the new BT Sport channels.
BT Sport - which launches this Thursday (August 1st 2013) - will offer live top-flight football and rugby union, alongside women's tennis and various other sports.
And with BT taking over the UK's ESPN channels, Virgin Media customers are set to have reduced viewing options where sport is concerned.
However, should an agreement be reached with BT Sport, the appeal of Virgin Media's TV bundles may increase for many consumers.
Speaking to ISPreview.co.uk, a spokesperson for Virgin Media said the firm is always looking to bring "the best possible value and choice of great-quality content" to customers.
"We're talking to BT about how we could make the forthcoming BT Sport package available," the representative said.
"We'll keep you up-to-date with any developments."