Sky will find it a "challenge" to retain the rights to televise all of the lucrative English Premier League soccer matches in the next round of auctions for the games, the head of rival BT Sport told CNBC.
BT Sport shook up the live sport broadcasting market, previously dominated by Sky Sports, in 2012 when it launched a £738 million ($1.2 billion) bid to show 38 Premier League games per season between 2013 and 2016.
John Petter, CEO of the consumer division at BT, the unit in charge of BT Sport, said Sky would struggle to keep the rights to the 116 games per season it holds at the next auction slated for next year.
"It's quite a challenge for Sky because Sky have the biggest possible holding you can have - 116 games - and they've seen how BT's bid in previous auctions," Petter told CNBC.
"The question for them is, given the high prices that they charge, can they hold on to what they have? Because any outcome apart from keeping hold of the 116 games that they have is really a real problem for them."
Sky did not respond to a request for comment.
BT has been accused by its rivals of paying over the odds for the Premier League rights and pushing up prices. Last November, BT made a further foray into the soccer world by signing a £897 million three-year deal to broadcast live Champions League and Europa League football matches from 2015. These leagues showcase the best clubs in Europe in one tournament and were previously shown by ITV and Sky.