BT Sport has no plans to offers Barclays Premier League football and Aviva Premiership rugby union in 3D, it has been claimed.
Jamie Hindhaugh, Chief Operating Officer (COO) of the sports broadcaster, said there simply isn’t the necessary level of customer demand for 3D to justify investment in the technology.
Speaking to gadget website T3.com, he detailed his involvement in the BBC's 3D coverage of the London 2012 Olympic Games.
Mr Hindhaugh described the experience as being "the biggest waste of time", noting that hardly anybody tuned in to watch 3D sport.
"BT will absolutely not do 3D," he confirmed - despite the fact its main rival Sky Sports offers three-dimensional sports coverage.
The BT Sport COO noted that, at the NAB Show [National Association of Broadcasters convention] in Las Vegas two years ago, 3D technology was everywhere.
"This year you couldn't move for 4K and there was one 3D stall there, which I think says it all," Mr Hindhaugh told the news provider.
He commented that 4K - ultra-high-definition TV - is "another scenario" for BT Sport. However, with British households still converting to first-generation HD, this may not be an immediate priority.
"I think the big story of the Olympics, with the stuff we did with IP, the stuff we did with Super Hi-Vision, actually it was the majority of people were watching in HD for the first time," Mr Hindhaugh told the news provider.
"I think the problem is, for the consumer and the broadcaster, that it changes so quickly."
He claimed BT Sport is monitoring the situation, and will look to make the right commercial investment.
"Having seen how broadcasters invested in 3D, you need to make the right decision," Mr Hindhaugh added.
"You need to look at what the audience actually want more than what you can actually do."
BT Sport is available for free to households who sign up for a BT broadband deal.
Those who also take BT TV services can watch BT Sport 1, BT Sport 2 and ESPN via their television sets, using their YouView or Vision+ set-top box.
Other users - those without a BT television subscription - can access the broadcaster's sports content online and via the BT Sport app.