Pay TV channel Premier Sports look set to come on board as broadcasters of the Guinness PRO14 from next season as the BBC and Sky Sports’ involvement comes to an end.

The BBC today revealed they have lost their rights despite a "significantly increased financial bid".

Sky did tender a bid to retain the TV rights for the UK and Ireland which they have held since 2014 on a four-year deal, but they were outbid for the Irish broadcasting rights by eir Sport, who will take over from next season.

Sky’s strategy was based on having the rights for both the UK and Ireland. So, having lost out in the Emerald Isle, they will now not be involved at all.

In their place, Premier Sports have entered the equation as new players in the UK market, although the PRO14 have not clarified who has actually won the rights.

Operated by the Luxembourg-registered Premier Media, it’s a subscription sports channel which has been running since 2009. Customers will have to pay £9.99 a month to subscribe.

It was formed by Irish businessman Michael O’Rourke, a joint CEO and part owner of Setanta Sports, and is available on the Sky and Virgin Media platforms.

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Their current portfolio includes football - notably games from South America - ice hockey, motorsport and rugby league.

They have recently dipped their toe in the rugby market, showing France’s autumn internationals since 2016, and they are now set to expand their foothold in the sport.

It’s understood that BT Sport have not thrown their hat into the ring for the PRO14 rights.

They already have plentiful rugby to show, having secured exclusive rights for the European Champions and Challenge Cup for next season, to add to their comprehensive Aviva Premiership package.

Over in Ireland, Eir winning the broadcasting rights for the PRO14 sees their presence in the sport growing still further.

They provided live coverage of Ireland’s win over the All Blacks in Chicago in 2016 and last summer’s tour of the USA and Japan, while they also have the Irish rights for the 2019 World Cup.

At present, they show highlights of the PRO14, but from next season they will be broadcasting games live, both those played in Ireland and away fixtures involving the four provinces.

The eir Sport pack, consisting of seven channels including BT Sport, is free to all eir broadband customers, but Sky customers have to pay a subscription fee.

The hope is the negotiations will see the overall TV revenue from the cross-border competition increasing from the present level.

Additional money was brought in last summer, with South African broadcasters Super Sport coming on board via a long-term deal, following the introduction of the Cheetahs and the Southern Kings to the league.