BSkyB has retained its share of live English Premier League rights for a further three years.
The pay-tv broadcaster has been awarded four of the six available packages from 2010 through to 2013.
Bidding for the remaining two packages, currently owned by Irish broadcaster Setanta, will go ahead “in due course”, according to the Premier League.
The size of the winning bid will not be disclosed until the second round of bidding has been concluded. BSkyB reportedly paid £1.3 billion for the four packages in 2007.
The identities of those that bid against BSkyB have not been revealed by the Premier League but it is widely reported to be Setanta and US network ESPN.
Football is a major pull for BSkyB. The broadcaster has attracted nine million subscribers with its sport and movies offerings.
Last week, it was announced that the BBC retained the rights to broadcast highlights until the end of 2012/13.