[Chad]

Here is SKY's reply:

BSkyB says it has invested billions of pounds in its own sports channels and will not run a rival ad campaign on the Sky Sports portfolio. However, it says BT is free to run its ads on the 100-plus other channels that Sky sells TV ad spots across.
"There many other avenues for BT to advertise its sports channels without seeking to take advantage of the investments that we've made to build Sky Sports," said a spokeswoman. "It's entirely reasonable for us to choose not to carry advertising for a directly competing service."
ESPN, which currently holds the rights to some Premier League matches, does run football ads across Sky Sports, but does have a reciprocal carriage deal to air Sky channels. BT does not currently have a deal to air its sports content to Sky customers.