E-commerce giant Amazon is reportedly aiming to secure a licence to stream live tennis matches at Sky's expense.
The internet firm has set its sights on the rights to the ATP Masters series, which the broadcaster holds until 2018, according to the Daily Mail.
Jeff Blackburn, Amazon's head of development and entertainment, has reportedly been spotted at Wimbledon, sparking rumours that he is making contacts in tennis before a formal bid to add the sport to its streaming packages is tabled.
Amazon, which already has a deal with the NFL to stream Thursday-night games, is said to be keen to increase its sports offering by broadcasting tennis tournaments below Grand Slam level.
Sky Sports' tennis ambitions suffered a blow last year when it lost the rights to the US Open to Eurosport.