BT last week announced plans to show the Europa League tonight and Champions League finals for free online, and a report from the Daily Mail s Charles Sale suggests that Google will keep a particularly keen eye out for YouTube viewing figures for the two fixtures.
According to the report, the search giant will use the games as markers for joining the multi-billion-pound battle for Premier League TV rights at the next tender .
Simply put, if it likes what it sees, Sky and BT have a lot of thinking to do.
Champions League viewing figures have suffered enormously throughout this season, which is believed to be the main reason why the finals will be shown for free tonight and next week.
The prospect of live Premier League football on YouTube is mouth-watering and, with the site playing host to live events with increasing regularity, wouldn t represent completely new territory for Google.
We can already imagine the dreadful 'Googooooooooal' puns and West Brom's Claudio 'YouTube' Yacob being used as a highly-questionable poster boy.