Despite Virgin Media's request, Ofcom won't halt the auction for live broadcast rights to Premier League football.
Virgin Media claimed Ofcom's investigation into how the matches are sold should take priority over the auction itself and that the regulator should delay the current crop of games being sold.
Ofcom reckons that the 17-month gap between the end of the auction and the start of the 2016/17 Premier League season is enough time should its investigation discover any regulatory infringement.
"We do not consider that the existence of contracts entered into between Premier League and purchasers would prevent Ofcom from imposing an appropriate remedy at the relevant time to prevent harm to consumers from occurring," Ofcom's Jonathan Oxley said in a letter to Virgin Media's Brigitte Trafford.
"Ofcom has the necessary powers to require the Premier League and the Premier League clubs to take actions within the time available."
Virgin Media remained upbeat.
"We welcome Ofcom's confirmation that it can, and will, intervene after the auction if it reaches the conclusion that it needs to remedy any consumer harm," Trafford said.
"The Premier League has acknowledged this and has agreed to implement any action Ofcom may take."
Virgin Media wants the Premier League to sell live rights to more than the current crop of 168 matches per season. Live English Premier League football is considered the worst value for money of any of the top leagues in Europe.
The auction is expected to take place later this month.