Football fans in the UK could be left without top European football on terrestrial TV.
ITV has paid £160 million to provide free-to-air coverage of every round of Champions League fixtures, but the next bidding process is set to begin.
The terrestrial broadcaster already shares the rights with Sky Sports, who paid around £240m to show live coverage of the premier European competition each week.
But the rights are now very much under threat with the bidding process for the Champions League broadcasting from 2015 to 2018 in the UK due to begin imminently.
The Champions League - which for many fans is regarded as the most exciting competition in modern-day football - is not in 'Category A' of the so-called 'crown jewels' of sporting events that must be shown on terrestrial TV in the UK.
Lurking ominously around the rights packages is BT Sport, with the company keen to supplement its portfolio with top European football.
Speaking at the Leaders in Football conference, BT chief executive Gavin Patterson admitted that the company could well bid for rights to broadcast Champions League games from 2015.
"This is a long-term strategy for us and you can expect us to do a lot more in the future if the right opportunity to create value presents itself," he said.
"We look at all rights, there is nothing special in that respect around the Champions League ... we will look at them and assess whether we feel as if they can improve the overall composition, which is what you would expect.
"Our long-term aim is to make ourselves an immovable part of the broadcasting landscape and we are quietly confident we can succeed where others have not."
Patterson did not make any attempt to distance his company from the rights package that many have been linking them to, and the speculation will now only continue to mount.
But what does this mean for terrestrial TV viewers in the UK?
If BT Sport wade into the market for Champions League rights in the next round of bidding, top European football could well be out of reach for many.
BT Sport currently pays £246m a season to broadcast 38 Barclays Premier League games, but their aim is to "co-exist with Sky". That scenario would be fine for those who have access to both broadcasters' services, but not great for those who do not.
Courtesy of ITV's coverage, terrestrial TV has boasted Champions League coverage for many years, but the landscape of yet another major sporting event on TV in the UK could be set to change dramatically.