Sports broadcasting rivals BT and Sky could be set to go head-to-head for the TV rights to the Formula E motor racing.
Alejandro Agag, Chief Executive of the new electric single-seater motor racing series, has revealed that BT Sport and Sky Sports have expressed an interest in providing live coverage.
The series, which is set to launch in September 2014, will see cars compete at speeds of up to 150mph - almost as fast as those achieved by Formula 1 cars.
A number of teams have already signed up to take part, including those run by Audi and Richard Branson’s Virgin Group.
According to the Telegraph, Formula E has already signed two TV deals - with TV Asahi and Fox Sports - which will ensure viewers in more than 90 countries can tune in.
"Broadcasters kind of all got a bit excited after the TV Asahi announcement," Mr Agag claimed.
He said the strategy in the UK and in Europe will be to wait until the drivers are announced in the spring and then secure a television contract.
This will ensure Formula E can get the best possible rights deal, Mr Agag added.
He said TV broadcasters "absolutely love" the concept of an electric single-seater series involving battery cars.
Each vehicle will have enough charge to run for around 25 minutes, at which point the drivers will be required to switch to a second car.
Mr Agag explained that drivers will have to run between the cars, meaning there could potentially be overtaking in the pits.
Earlier this week, it was announced that Hollywood star Leonardo Di Caprio is setting up a team to compete in Formula E.
The 'Titanic' and 'The Aviator' actor has teamed up with Venturi Automobiles to create the new Venturi Grand Prix team for the zero-emission series.