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.
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.
Kevin Miles, the chief executive of the Football Supporters' Federation, told ITV News: "The clubs could afford - on this sort of television revenue - to reduce £40 from every match ticket and be no worse off than they have been this season."
Mr Miles said it was "about time" football fans received a "bit of payback", adding: "The spectacle that the broadcasters are so keen to buy into depends on the atmosphere generated by fans.
"There is so much money there now, they can afford to dramatically reduce ticket prices.
"Premier League footballers are not known for being hard up at the moment."
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.