Manchester United vice-chairman exec Ed Woodward is confident the Premier League's TV rights will continue to rise in price.
Woodward was speaking to investors yesterday.
He has previously spoken up on the potential of digital media companies - such as Amazon, Facebook and Google - making moves for overseas rights.
Sky and BT have vied for domestic rights in recent years, and the next three-year deal (2019-2022) is soon to be decided.
Woodward was careful when choosing his words as investors asked what to expect.
“I need to be careful around this - it's a very sensitive point in time," he explained. “The first round of domestic bids is due in tomorrow. All I can really say is if you look at past history we would expect the entire process of selling the domestic rights will conclude in a relatively short period of time, in a couple of weeks."
Woodward was happy to state that he expects the Premier League rights to continue growing however, declaring: “Reports of the death of live sport are greatly exaggerated.
“I've just come from a Premier League meeting where research shows that the league's global cumulative audience has increased nine per cent year-on-year, with particularly strong increases in Asia and North America."