Sports fans will soon be able to access Sky Sports on a no-contract, pay-as-you-go basis via the broadcaster’s NOW TV on demand and streaming service.
Launched last year, Now TV currently offers access to Sky’s movie portfolio and is available on tablets, games consoles and YouView.
The new 24-hour sports pass will cost £9.99 and give customers unlimited access to coverage from across all six Sky Sports channels, including major events such as the Monaco Grand Prix or Masters Golf.
Sports will launch on NOW TV this spring.
Sky said the move was “another example” of its “commitment to give customers more choice and flexibility in the way in which they enjoy its content.”
Commenting on the announcement, Barney Francis, Managing Director of Sky Sports, said: “The launch of Sky Sports on NOW TV is an exciting step forward. We want to open up more choice for sports fans by offering a new and flexible way to enjoy the best live coverage across our six channels. This is a way for us to reach new customers and bring the excitement of Sky Sports to an even bigger audience.”
The company has also announced it has been awarded rights to the Ireland, France and Italy International Rugby Live games and has signed a new multi-year agreement with Sony Pictures giving it access to hit movies including Men in Black 3, The Amazing Spider-Man and Django Unchained ahead of rival services.
The company today announced that it had signed up 25,000 NOW TV subscribers in the three months to the end of December.
The news came as it announced six-monthly pre-tax profits were up 7.5% to £642m.
Sky has 4.2m broadband customers, up 132,000 in the quarter, and added 93,000 high definition TV subscribers, taking the number of HD customers to 4.56m.
Total TV subscribers now stand at 10.33m.