Apple is reportedly gearing up to bid for English Premier League streaming rights that would allow it to show live matches through its Apple TV and iOS devices. The Cupertino company hopes the content will boost sales of its set-top box and the iPad in the U.K.

Soccer fans can keep up with Champion’s League games and Italy’s Serie A games on their iPhones thanks to a free web app developed in cooperation with Sky.

Stats, line-ups, photos and play-by-plays (for the moment, in Italian only) are available at http://i.sky.it/

The web app was developed by CEFRIEL, an ICT research hub for three Milan Universities, with a special eye to Apple-friendly design. One example: a list of team members can be rotated horizontally to a soccer field view which shows the positions they play.

A lot of men here in Italy used to walk around with transistor radios on Sundays listening to soccer games. Of late, these have been replaced by videophone services that allow fans ignore wives and friends while having a stroll. Although it would’ve been nice to be able to watch the games live, this lets sports fans keep on top of the score without ruining conversation over Sunday lunch.

Via Alfonso Fuggetta