Channel 4 has opened discussions with motor industry bigwigs in the hopes of acquiring the rights to air Formula One.
The broadcaster is understood to see F1 as a means of attracting a young male audience, which is particularly attractive to advertisers.
The sport is currently broadcast by the BBC, and will continue to be for another two years, but the corporation is rumoured to be undecided about whether to renew its contract, thought to be worth around £40m a year, when it expires in 2013.
BSkyB and ITV have also expressed interest in bagging the motorsport’s rights too, though F1 boss Bernie Ecclestone pledged earlier this month that F1 would remain free-to-air.
Channel 4 has recently bolstered its formerly minor sport portfolio by acquiring the rights for the 2012 Paralympic Games and Paralympic World Cup as well as the IAAF World Athletics Championships from the BBC.