Sky has offered an olive branch to its main TV, home phone and broadband rival BT, by expressing a willingness to share live sports rights.
At present, the service providers share coverage of the Barclays Premier League, with Sky Sports airing 116 games per season and BT Sport 38.
Sky subscribers cannot watch the BT games via their existing package and vice versa, meaning households need to take out two separate contracts for the full complement of 154 matches.
The only alternative is that they sign up for Virgin Media's TV service - since the cable giant offers both Sky Sports and BT Sport with its premium bundles.
With BT Sport recently securing UEFA Champions League and UEFA Europa League rights from 2015-16, there is added incentive for Sky to agree a wholesale deal with its competitor.
And according to Sky Chief Executive Jeremy Darroch, the broadcaster is "keen" to agree a deal allowing BT Sport to be bundled in with Sky TV packages.
He said the only proviso is that BT TV subscribers are able to bolt Sky Sports on to their own packages, in a like-for-like exchange.
"It has to be a two way thing, we'd want reciprocity in terms of supply," Mr Darroch told a conference in Barcelona. "So if we can get there with BT, my position has always been very open to do that."
To date, Sky and BT have been unable to agree terms for such a deal, with the two providers blaming each other for the failure of negotiations.
BT too has expressed a willingness to do business, with a spokesperson saying the firm "is open to reaching a commercial deal with Sky".
However, BT has accused its rival of resisting attempts to reach a suitable agreement.
"We have always said we will wholesale BT Sport where it makes commercial sense for both parties," the spokesperson added.