Champions Cup rugby will be available on a free-to-air basis very soon
BT Sport will screen all Champions Cup and Challenge Cup games in the UK and Ireland for a four-year cycle from the beginning of the 2018/19 season.
Sky Sports misses out as the competitions move to just one pay-TV broadcaser.
European Professional Club Rugby have also announced that they have also reserved the rights for free-to-air coverage in the UK and Ireland, allowing EPCR to meet its key objective of taking its matches to a larger audience and will take those rights to market at a later date.
It comes after a boost in revenue was announced in France for the same period, with an option for increased free-to-air coverage.
The decision means that free-to-air broadcasters like RTE, TG4 and TV3 will be able to bid for the rights.
EPCR CEO Vincent Gaillard said: "The interest that we have seen through the tender process shows how the tournaments continue to go from strength-to-strength. Having one premium pay-television broadcaster in BT Sport will simplify the viewing experience for those fans and coverage on free-to-air television will give greater exposure to our outstanding rugby experiences.”
Andy Haworth, BT's managing director of content and strategy, said: "BT Sport is now the home of elite European rugby, as well as the home of Premiership Rugby. We're proud to have won the live rights for these fantastic competitions. We're extremely passionate about our rugby coverage and will continue to work hard to grow the profile of the sport.”
BT Sport and Sky Sports will continue to share coverage of both European competitions next season.