BT Sport have reportedly lodged a complaint to regulators Ofcom against BSkyB for 'undue discrimination' for refusing to run their campaign of adverts.
The new broadcasters will be hoping to rival Sky Sports in their coverage over the next three seasons after picking up the rights to show Premier League football as well as rugby union.
It is believed that Sky have refused to air BT Sport's new advertising campaign ahead of their coverage in the summer.
"We are happy to take Sky's advertising but they seem afraid of taking ours," managing director of consumer for BT Retail John Petter told The Guardian. "It's like a rottweiler running away from a newborn puppy."
The channel will launch in July.