Reports that Google and Apple could get into a bidding war for the rights to stream European soccer online are being debunked.
Several British tabloids are reporting that the two Silicon Valley tech giants are set to bid for rights to show live broadcasts of Premier League matches during the 2013-2016 seasons.
But tech economics blog PaidContent.org is shooting down reports that both Google and Apple would be interested in the rights to stream the games.
Currently several companies share the rights to broadcast matches and highlights of the English Premier League, including Yahoo..
But PaidContent.org argues that Google and Apple are in the business of allowing content owners to distribute their material through the companies' platforms.
Both technology companies have not been in the business of paying big money to stream their own content.
At the same time both companies have been reportedly trying to expand their television ventures, with reports that Apple has long been looking to create its own rival to cable television.
The bidding for the EPL broadcast rights will begin this summer.