BT Sport and Sky given GREEN LIGHT to resume £3billion bidding war for live football

BT SPORT and Sky Sports will resume their bidding war for Premier League TV rights that is expected to exceed the current £3bn three-year deal.

BT Sport micGETTY

BT Sport and Sky Sports are ready to resume their broadcasting auction

Broadcast regulator Ofcom rejected Virgin Media's efforts to halt the bid process for the 2016-19 seasons, insisting it was not for them to stop the auction from going ahead.

Virgin are complaining about how the Premier League sells its live games to UK broadcasters, with BT and Sky currently the only two companies with rights.

A statement from Ofcom said: "Ofcom has today decided to reject the application, as it does not consider that there is an urgent need to intervene to delay the auction.

"There will be a significant gap, of around 17 months, between the auction and the start of the 2016/2017 season when broadcasting of the relevant matches will commence."

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The Premier League sent out its invitation to tender (ITT) in December and BT and Sky immediately set about preparing their bids.

But Ofcom has warned it could still launch an investigation on the process once it has concluded.

The statement added: "In the event that Ofcom's investigation concludes that there is an infringement, Ofcom has the necessary powers to require the Premier League and Premier League clubs to make changes to arrangements for the broadcasting of matches within the time available before the start of the relevant season.

"The investigation is ongoing and will consider the potential harm to competition and consumers arising from joint selling under the auction."

The current deal, which has one more campaign to go after this season, earned Premier League clubs a share of £3bn.

The agreement has lifted all 20 Premier League clubs into the top 40 richest sides in the world, with TV revenues a major contributor to club income.

Brigitte Trafford, chief corporate affairs officer for Virgin, said: “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.  The Premier League has acknowledged this and has agreed to implement any action Ofcom may take.”

Ofcom also added: "We do not consider that the existence of contracts entered into between PL and purchasers would prevent Ofcom from imposing an appropriate remedy at the relevant time to prevent harm to consumers from occurring.

"Ofcom has the necessary powers to require the PL and the PL clubs to take actions within the time available... The PL has also confirmed to Ofcom that it will put in place arrangements in contracts with purchasers to address the consequences of a potential infringement decision."

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