BT Sport has lost the rights to broadcast Serie A football matches in the UK to newcomers Eleven Sports.
The group, owned by Leeds United chief Andrea Radrizzani, has already taken La Liga broadcasting rights from Sky Sports.
Eleven have now acquired the rights to show Italian top flight football, just days after Scudetto champions Juventus completed the signing of Cristiano Ronaldo from Real Madrid.
It is unclear how Eleven plans to show matches in the UK, but it has already launched a digital subscription service in some other European countries.
BT has held the exclusive broadcast rights to Serie A games since the channels were launched in 2013 when they took the fight to Sky.
In the past year new digital players, including Amazon, have entered the market for sports rights.
