A Sky executive has taunted BT over the firm's failure to secure the right to more live Barclays Premier League football games.
Graham McWilliam, Sky’s Group Director, Corporate Affairs, commented that blind auctions are "not for faint-hearted" - referring to the recent bidding process for TV rights to top-flight football.
“Twice BT tried to muscle in and take PL rights from us. Twice Sky won max no of games," he posted on Twitter.
Sky has spent £4.2 billion defending its Barclays Premier League coverage, ensuring the firm claimed five of the seven match packages on offer.
This means that, from 2017-18, Sky Sports will show 126 live games per season, while BT Sport will air 42.
Sky Sports successfully defended its exclusive coverage of Sunday and Monday night fixtures, with BT Sport picking up the Saturday tea-time and midweek slots.
Mr McWilliam said Sky "went in hard to get the result". He acknowledged that the firm had "paid big", but that was what it took to secure the TV rights.
He added that Sky "can and will" absorb the cost of the new deal.
Mr McWilliam also defended Sky's decision not to chase the TV rights to the UEFA Champions League, which BT Sport snapped up in 2014.
"£300m only guarantees 26 matches with British teams. #premierleague matters more to fans," he wrote on Twitter.
In another dig at BT, Mr McWilliam said "only one company achieved all its objectives in auction".
"Lots of qs over last few years about challenge to @SkySports. Answer now clear @SkySports miles ahead for years to come," he added.
Responding to the comments, a BT spokesperson said the firm was "very pleased" with the outcome of the TV rights auction and the price paid by the company.
"BT Sport has an exciting line-up for football fans including the Premier League, FA Cup and all the live footballing action from the UEFA Champions and Europa Leagues starting this summer," the representative stated.