Sky Sports have won the rights to show the Heineken Cup for the next three seasons from this December after outbidding the BBC for the rights.
However, the new deal will not affect terrestrial coverage in Ireland, with RTÉ Sport expecting to re-sign their existing contract with European Rugby Cup (ERC) within the next week.
Accordingly, barring a hitch in negotiations, the progress of Munster, Leinster and Ulster in Europe's premier club rugby competition will be free-to-air on Irish screens for the foreseeable future.Sky has given an undertaking to broadcast at least three live matches each weekend of the tournament, with all other games covered in special highlights programmes.
They will also screen the semi-finals and final of the Parker Pen Cup, European rugby's poor relation in previous seasons.
Commenting on the deal, Derek McGrath, chief executive of ERC, said: "This is great news for the 56 clubs across eight countries who compete in our two main tournaments and for rugby fans throughout the UK and Ireland.
"Sky Sports has a massive reputation for its coverage of and commitment to Rugby Union and ERC is delighted to welcome them on board."
Jean-Pierre Lux, chairman of ERC, added: "Sky Sports has demonstrated to us their great enthusiasm for our tournaments and this new broadcast partnership is set to provide some wonderful entertainment for rugby fans."