Speculation is brewing that Google could be set to enter the fray for the rights to show Premier League football.
BT Sport recently streamed live coverage of the Uefa Champions League final and the Europa League final on the Google-owned video sharing site YouTube.
This has led to the likes of the Daily Mail suggesting that Google could use these games to gauge whether it would be worthwhile looking to secure the rights to show domestic football action in the future.
"So far Google have shown no appetite for owning sports content, despite having the resources to challenge Sky and BT Sport for the big football rights," the newspaper observed.
"But they are showing more football on their YouTube platform and big viewing figures for the two finals could see a change of strategy."
This opens up the possibility of Sky and BT customers getting fewer games in future seasons, while the arrival of a new player in the bidding war could force prices up for subscribers.