Sky Sports is reportedly planning an aggressive pursuit of the rights to the most lucrative horse racing events over the next couple of years.
Last summer the broadcaster relaunched its portfolio with a series of channels dedicated to specific sports, including football, golf and cricket.
According to the Daily Mail, Sky is planning to relaunch its At The Races channel as 'Sky Sports Racing' and will also launch a second channel to provide additional coverage of domestic and international meets.
ITV currently holds the rights to top meetings such as the Cheltenham Festival - taking place this week - and Royal Ascot, but Sky is said to be preparing a bid to poach those rights when they come up for renewal.
The current deal with ITV still has two-and-a-half years to run but is thought to be worth just £20m a year, a figure that could be easily topped in any future bid from Sky.