Setanta Sports, the Irish sports broadcaster, is seeking to recruit one of BSkyB's most senior executives in a move which could result in a multimillion euro bid for access to the English Premiership.
Setanta Sports refused to comment last night on reports that it has made an approach to Trevor East, the deputy managing director of Sky Sports, regarded as one of the most powerful figures in British TV sport.
Mr East's contract is up shortly and it is understood that he is considering an offer from Setanta.
However, other reports suggest that he may end up taking a position at the BBC.
The Premier League is expected to draw up a new TV rights contract next year and while BSkyB remains the firm favourite to secure the lion's share of the games, the EU Commission wants the sports body to allocate rights to other broadcasters as well.
This could open up the prospect of Setanta securing rights to show Premier League games in the UK, which it could then broadcast on a pay-per-view basis.
However, the rights are among the most expensive in the world and BSkyB are believed to have paid £1.02 billion (€1.52 billion) for their exclusive deal the last time out. However, the giant US insurance company AIG is now an investor in Setanta.
Mr East was recruited by BSkyB in 1995 for the specific task of maintaining good relations with the chairmen of the various Premier League clubs.
He has worked alongside the head of Sky Sports Vic Wakeling since then.
If Setanta manage to recruit Mr East, it would be a significant coup.
However, this time the EU Commission is likely to oppose any exclusive deal and may insist on a cap on the number of games that any one broadcaster can get.
This provides an opportunity for Setanta, which already owns the rights to the Scottish Premiership.
Earlier this week, Setanta disclosed that it now owns 50 per cent of the North American Sports Network, which shows a range of American sports to American and Canadian ex-pats living in Europe.
The other 50 per cent has been taken up by a venture capital fund linked to Barry Maloney called the Benchmark Capital.
