Customers will have to bear the massive cost of the recent Premier League football rights deal, the boss of Virgin Media said.
Tom Mockridge said prices would go up to because of the £5 billion package - split between Sky and BT.
Premier League clubs can afford to reduce the price of every match ticket by £40 as a result of the new television deal, a leading supporters' group have claimed.
Jamie Carragher, the Sky Sports pundit and former Liverpool defender, says ticket pricing for fans has to change after a record Premier League TV deal was announced.
The ex-England international - who has worked as part of Sky's punditry team since 2013 - also joked: "That's the coaching badges out the window for a few years."
The boss of Virgin Media has said customers will have to bear the massive cost of the recent Premier League football rights deal.
The huge cost of Premier League football rights saw Sky's shares fall today after it paid more than £4 billion for the lion's share of games
Today's Premier League deal will cost Sky £4.2bn. It might seem like silly money, but the broadcaster hasn't been wrong yet.