Spanish online newspaper El Confidencial reported on Monday that Spain’s top football league and private equity company CVC plans to launch its own streaming media platform, which will challenge telecom companies that provide match streaming services in packages.

La Liga agreed to a deal last week in which CVC will invest 2.7 billion euros (3.18 billion U.S. dollars) to obtain 10% of revenue and a 10% stake in a newly established company responsible for a series of league commercial activities.

El Confidencial cited unidentified sources as reporting that proprietary streaming media platforms are one of the key plans being considered to increase the revenue of the alliance.

Neither La Liga nor CVC responded to requests for comment.

If it continues, such a platform will deal a blow to the current rights holder Telefonica, who pays 1 billion euros to La Liga every season for the right to play football matches to customers who pay premiums for sports packages.

Telefonica’s contract will expire in 2023. Orange of France has a sublicense agreement under which it paid Telefonica the broadcasting rights for the 2021/2022 season.

Although customers of Telefonica’s Movistar subsidiary pay up to 130 Euros a month for a live football package, which also includes telephone, cable TV and Internet services, La Liga and CVC believe they can provide a simple football-only streaming package at a price of approximately 13 euros, El Confidencial quoted an unidentified source as saying.

Telefonica and Orange declined to comment.