BT has cried foul to Ofcom after Sky refused to carry an ad campaign for its rival’s Premier League TV coverage.
On the day that similarly bitter rivals Manchester City and Manchester United face-off on Sky at 8pm tonight, it has emerged that BT has complained to the regulator after being told that Sky will not air the multi-million pound advertising push.
According to BT’s filing to Ofcom, the move represents undue discrimination on Sky’s part. Sky’s reason for refusing the ads has yet to be confirmed.
The news comes after BT acquired the rights to 38 Premier League per season in a massive £738 million deal and has signed up Tottenham Hotspur ace Gareth Bale as guest pundit.
John Petter, managing director of consumer for BT Retail, told the Guardian: "We are happy to take Sky’s advertising but they seem afraid of taking ours.
“It’s like a rottweiler running away from a newborn puppy.”
BT’s bid to become a bona-fide sports broadcaster rather than a third-party carrier of other channels’ content comes after it has also won the rights to Premiership and European Rugby.