BT looks set to kick-start a price war with rivals over TV's top sporting events in a move that could slash the cost of watching football and cricket.

The communications and media firm indicated it is prepared to charge customers in the region of £15 a month for Sky Sports 1 - around £10 less than its main competitors.

In an interview with The Sunday Telegraph, BT Retail chief executive Gavin Patterson said: "The case is crystal clear - the customer benefits if they get more choice."

It would be unfair to allow BT to freeload on our investment when they have shown no appetite to invest in sport themselves.

Media watchdog Ofcom may tell Sky that it must drop the price it currently charges rivals for access to services like Sky Sports and Sky Movies.

Such a move could pave the way for Virgin Media and BT to pass on the cut and slash the cost its customers face if they want to watch the premium channels.

In the Telegraph article, Mr Patterson described the current arrangements in which Sky can dominate the TV market as "unfair".

A Sky spokesman said: "We invest almost £1bn a year to create a top quality sports service.

"It would be unfair to allow BT to freeload on our investment when they have shown no appetite to invest in sport themselves."

It is suggested customers will be able to benefit from BT's price structure from as early as the start of the 2010/11 football season.