Ofcom has lifted its policy that requires Sky to offer Sky Sports 1 and 2 to rivals on a wholesale basis.

The “wholesale must-offer” regulation, introduced in 2010, required Sky to offer its two main sports channels on a wholesale basis so that other pay-TV providers could compete.

Following a review initiated last year, the UK regulator has decided to scrap the policy on the grounds that Sky now offers its sports channels through commercial terms with a number of its competitors, including BT, TalkTalk and Virgin Media.

The company also offers Sky Sports 1 and 2 via its Now TV service, which is available on a range of third-party platforms and devices such as Apple TV and EE TV.

Ofcom additionally noted that the volume of sports content available to customers had increased in the past five years, offering customers a wider variety of choice.

BT in particular has vastly upped its sports offering in recent years, investing over £2 billion (€2.8 billion) in content including rights to Premier League and Champions League matches.

[Read more: BT shakes up its sports offering, launches Europe’s first 4K TV channel]

However, the regulation for BT’s YouView service will remain in place.

Ofcom said: “Ofcom continues to monitor the pay TV market closely.

“Should evidence emerge of practices which we consider to be prejudicial to fair and effective competition, we will quickly reassess the need for regulation.

“In particular, Ofcom wants to be sure that consumers continue to have access to, and a choice of, packages and services containing Sky Sports 1 and 2.”

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